Classroom rule: mock structure only unless the instructor authorises real spend.

Account hierarchy

Account → Campaign → Ad group → Ads + keywords

  • Campaign: objective + budget + network (Search for this week)
  • Ad group: one tight theme (e.g. “AC repair Kathmandu”)
  • Keywords: match types + negatives
  • Ads: ≥2 RSA-style variants (different angles)

Match types (quick)

Type Notation Use
Broad keyword Discovery; watch Search Terms
Phrase "keyword" Meaning stays close
Exact [keyword] Highest intent control
Negative -term Block junk (free, job, DIY…)

Quality Score levers

  1. Expected CTR
  2. Ad relevance
  3. Landing page experience (your sandbox must match the ad promise)

Ad Rank (module formula):
≈ Max CPC bid × Quality Score × expected impact of ad assets

Bid sanity (NPR)

Target LTV ≥ 3× CAC.
Rough max CPC ≈ (target CAC × conversion rate from click→customer).

Example: LTV NPR 15,000 → target CAC NPR 5,000; if click→customer = 5%, max CPC ≈ NPR 250 before other costs.

Copy checklist

  • Keyword theme reflected in headlines
  • Concrete benefit + proof cue (response time, warranty, area served)
  • Strong CTA
  • Variant B tests a different angle (price vs speed vs trust)

Broader Nepal Ads context (optional reading): Google Ads Nepal.

Real cases (cite in Week 4)