Google Ads Campaign Overview
This campaign for MapleGlow, a Canadian skincare brand, was designed to drive awareness and capture high-intent traffic using Search, Display, and Performance Max ads. It includes targeted keyword research and ad copy aligned with the brand’s positioning and supports broader marketing goals through a data-driven, CPC-focused strategy.
Search Ads
Objectives
- Increase Brand Awareness Across Canada.
- Drive High-Intent Traffic to the Website.
- Support Conversions and Retargeting.
Targeting Strategy
Location: Canada
Language: English
Ad Groups:
Brand & General Awareness
Vitamin C Serum
Hydrating Birch Cleanser
SPF Moisturizer
- Product Focus: Three ad groups focus on specific product types, while one targets general brand awareness, allowing precise keyword targeting and audience segmentation.
Keyword Targeting: Specific keywords tailored to each ad group to capture relevant search intent
Ad Rotation: Optimized to prioritize best-performing ads for maximum campaign effectiveness
Bidding & Budget Strategy
Bidding Approach: Maximize Conversion Value without tROAS
Reasoning: Target ROAS is not set, as the ad account is new and requires more conversion data to effectively optimize future performance.
Campaign Duration: 3 months
Goal: Drive high-value actions while collecting meaningful data to inform long-term bidding strategies.
Search Ads Preview
Display Ads
The Display campaign targets users interested in beauty and wellness through a mix of Affinity and In-Market audiences.
Targeting Includes:
Affinity: Beauty & Wellness, Lifestyles & Hobbies
In-Market: Beauty & Personal Care, Make-up & Cosmetics, Gifts & Occasions
Topics: Health, Beauty & Fitness, Face & Body Care
Optimized Targeting: Enabled
Demographics: No restrictions
Ad Rotation: Prefer best performing ads
This setup is designed to maximize visual reach and engagement with relevant audiences across the Display Network.
Display Ads preview
Performance Max Ads
A dedicated asset group was created with tailored headlines, long headlines, descriptions, images, logos, sitelinks, and a clear CTA: “Shop Now”. A 20% off promotion was included to drive urgency.
Asset Optimization: Turned off, as all creatives were specifically designed with proper formats and aspect ratios.
Keywords: Custom single keywords were added; integrating top performers from Search campaigns is recommended.
Audience Signals: Custom audiences (e.g., website visitors, first-party data) can be used to refine targeting and enhance performance.
This setup ensures cohesive branding across channels while maximizing automated reach and conversion potential.
Pmax campaign Preview
