Module 10 Assignment
This assignment provides a structured proposal for launching effective Google Ads campaigns
tailored to a young adult fashion store. This plan includes campaign structure, keyword strategy,
bidding recommendations, and guidance for visual presentation.
Campaign Structure
To maximize clarity and performance, the campaign should be organized into separate Search
campaigns:
➔ Branded Campaign
◆ Ad Groups: Brand Name + Variants (e.g. “UrbanStyle Hub,” “UrbanStyle
clothing”)
◆ Purpose: Capture high converting searches for your brand.
➔ Product Campaign
◆ Ad Groups: Specific items or categories (e.g. “blue denim jacket men,” “oversized
hoodie women”)
◆ Purpose: Target users ready to purchase particular products.
➔ Generic Campaign
◆ Ad Groups: Broader themes (e.g. “stylish joggers,” “youth fashion accessories”)
◆ Purpose: Expand reach with high buying intent but less specific interest.
This structure mirrors best practices for campaign organization, as it allows budget control,
performance monitoring by audience intent, and more relevant ad copy optimization
Keyword Selection
Focus primarily on specific, transactional keywords that reflect purchase intent. Here are 10
suggested keywords with intent notes:
1. “buy blue denim jacket online” – High intent
2. “men’s oversized hoodie sale” – High intent
3. “women’s joggers shop” – Medium-high intent
4. “urban youth fashion” – Medium intent
5. “best denim jacket for men” – Research intent
6. “cheap teenage fashion accessories” – Budget-focused purchase
7. “trendy tshirts online” – High intent
8. “stylish women’s joggers” – Lifestyle intent
9. “men’s streetwear clothing” – Brand appeal intent
10.“gift ideas fashion accessories” – Purchase intent
These suggestions balance specificity and intent. Use Keyword Planner to verify search
volume and bids.
Bidding Strategy
As a beginner, start with Maximize Conversions (a Smart Bidding option).
Benefits include:
➔ Automation based on historical data
➔ Better conversion volume control within your budget
➔ Lower management complexity vs. Manual CPC
Once enough conversion data is gathered (typically 15–30 conversions over 30 days), consider
switching to Target CPA for more consistent cost control.
Visual Presentation
You’ll need the following visuals:
➔ Campaign Structure Diagram
◆ Show campaign names, ad groups, and sample keywords.
◆ Can be drawn in Google Docs or a slide with creative branding.
➔ Keyword List Table or Keyword Planner Screenshot
◆ Present the 10 keywords with intent annotations.
◆ Screenshot or clear table.
➔ Bidding Strategy Screenshot
◆ Show “Maximize Conversions” setting in the campaign settings.
Summary & Next Steps
1. Create three Search campaigns: Branded, Product, Generic
2. Populate each with targeted ad groups and keywords
3. Use “Maximize Conversions” bidding to start
4. Present them in a visually appealing slide or doc
5. Monitor performance and refine bids/campaigns after collecting initial data
With the above mentioned steps structuring your campaigns by intent, targeting high converting
keywords, and starting with a Smart Bidding strategy you should be well positioned to launch a
successful Google Ads campaign for your fashion store. This approach balances clarity,
performance, and scalability, allowing you to reach the right customers while staying within
budget. As you gather more data, you can continue refining your campaigns for even better
results.