SOP 146: How to Create Google Ad Campaign Strategy Proposal for Client

Goal: 
To propose a campaign strategy for the client to help them achieve their business goals.

Ideal Outcome: 
The client approves the strategy before the performance team executes the campaign

Prerequisites or requirements: 

You should have completed the kickoff call with the client and understand their business.

Why this is important: 
To make sure both the client and the performance team are aligned on the campaign execution and to avoid future misunderstandings.

Where this is done: 
Google Slide.

When is this done: 
After the kickoff call with the client.

Who does this: 
The account manager or performance team lead.

Environment Setup

Make a copy of this Campaign Proposal Template before you start creating the proposal.

The following describes how you should approach each section of the campaign proposal.

Executive Summary

On this slide you will want to describe a summary of the issues / opportunities your team found on the client’s website, social media profile, or competitors.

Use these SOPs to perform the required analysis:

How to reverse engineer competitor’s Google Ads strategy
Perform keyword research for Google Ads
Performing a social media audit.

Analysis

Present your findings as succinctly as possible. What were the issues and why are they important to address?

Present a realistic solution and why it may work.

Strategy

Describe the high level campaign strategy.
(Optional) Present the keywords and the type of campaign and you’ll be running.
Use SOP 143: How to structure a Google Ads account to define your campaign and ad group structure.

Goals

Reiterate the goals the client described during the kickoff call and explain how that translates to measurable goals for the ad campaign.
Ideally you want to propose specific goals that are measurable, achievable, relevant, and time bound.

Deliverables

Provide clarity on what are exact deliverables the client can expect from your team.

Deliverables might include:

1. • Project Planning and Management — How will your team plan and manage the project with the client
   • Analytics Setup — Which tracking codes will your team set up and for which platform.
   • Landing Page Creation — What landing page(s) will your team create.
   • Creatives — How will your team create / collaborate with the client to produce high quality ad creatives.
   • Campaign Management — How will your team manage the ad campaign to produce results
   • Reporting — How frequent will your team report ad campaign results for the client and in what format.

Timeline

Propose a realistic timeline for the deliverables and expected results.
Make sure the client understands key milestones and deliverables needed from them.

Wrap up

Get the final approval from the client on the campaign strategy before your team starts the execution.