This last module outlines the priority sequence and timeline for launching and optimizing your Google Ads campaigns, from initial setup to long-term scaling.

Phase 1: Foundation Setup (Weeks 0-2)

Tracking & Integration Verification:

• [ ] Establish proper conversion tracking with at least two tracking methods
• [ ] Verify all account connections (Google Analytics 4, Merchant Center, etc.)
• [ ] Audit UTM parameters to ensure accurate traffic attribution
• [ ] Review all landing pages for relevance and proper tracking implementation

Campaign Structure Implementation:

• [ ] Set up proper campaign structure with clear separation between branded and non-branded
• [ ] LAUNCH CAMPAIGN #1: Search Brand Campaign to immediately protect your brand terms
• [ ] LAUNCH CAMPAIGN #3: Shopping Brand Campaign to capture branded product searches
• [ ] Create brand exclusions in Performance Max to prevent cannibalization
• [ ] Review and implement appropriate bid strategies for each campaign type (Manual CPC for brand campaigns)

Merchant Center Optimization:

• [ ] Resolve any disapprovals in Google Merchant Center
• [ ] Review shopping scorecard to ensure shipping/return data is present
• [ ] Verify product/store reviews are visible to enhance listings
• [ ] Set up initial promotions in Merchant Center