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1. The four digits

One ad, taken apart: 2230.1 is in 2000 - Win, tier 2200 - Shopping, slot 2230, and it is the first message written for that slot.

2. Six stages

3. The whole map

4. Rules

5. Retargeting and channels

Retargeting moves people down

The number is the mindset, not the channel

6. How to use it

Ad 2220.1, as it might appear. Example brand.

7. Try it

8. For agents

# Plan a Google Search account with the performance campaign taxonomy

Before anything else, read https://grandopen.grandopen.site/performance-campaign-taxonomy in full. It explains the system this prompt uses, with examples for four kinds of business. Follow it where this prompt is shorter.

## How this works
- Every ad, email and page gets a four-digit number that says how close the person seeing it is to buying. Lower is closer.
- First digit = stage. Second = tier. Last two = slot, counted by tens (2210, 2220, 2230); 2231 to 2239 are finer splits of 2230. After the period = message (2230.1, 2230.2, 2230.12).
- The number describes the person's state of mind, not the channel. A YouTube ad can be a 4100 or a 1300.
- Stages: 0000 Keep (already bought), 1000 Close, 2000 Win, 3000 Educate, 4000 Reach, 5000 Introduce. Google Search lives almost entirely in 1000-3000.
- Budget runs from low numbers to high: fund what is closest to a sale first, and move up only when the stage below is working.
- Retargeting is not a tier. What a person did moves them to a closer number: viewed a product = 2300, started checkout = 1300.
- Empty is normal. A tier or slot a business has nothing for stays empty; never force it.

## Your task
Research the business at WEBSITE.COM first: what it sells, prices, offers, service area, what makes it different, and its competitors. Then plan its Google Search ads using the system below.

## Tiers
| Code | Name | Who they are |
|---|---|---|
| 1100 | Choosing | Searching for the business by its own name |
| 1200 | Rushing | Urgent, or facing a deadline |
| 1300 | Buying | Knows exactly what they want |
| 2100 | Comparing | Looking at a named competitor |
| 2200 | Shopping | Wants the thing, hasn't picked who |
| 2300 | Researching | Learning about price, quality and risk |
| 3100 | Exploring | Considering a different kind of fix |
| 3200 | Wondering | Asking whether it's time |
| 3300 | Struggling | Feels the problem, has no fix in mind |

## Slots
Each slot has a short name. The name goes in the ad group name, like 2230 Near me: Phoenix.
- 1110 Name (the name alone or with a city) · 1120 Name + product · 1130 Name + reviews (reviews, phone or "near me")
- 1210 Urgent (emergency and urgent words) · 1220 Open now (today, same day) · 1230 Deadline (offers that end)
- 1310 Product (a named program, product or promotion) · 1320 Exact spec (size, model, spec) · 1330 Buy now (buy, book, enroll, apply)
- 2110 Rival (a named competitor) · 2120 Rival vs (competitor + "vs" or "alternatives") · 2130 Rival reviews (competitor + reviews or prices)
- 2210 Category · 2220 Type (category + type, audience or use) · 2230 Near me (category + "near me" or a city) · 2240 Marketplace (category inside Amazon, Angi, Care.com)
- 2310 Price · 2320 Best (best, top) · 2330 Reviews (reviews, ratings) · 2340 Financing (coverage, financing, guarantees)
- 3110 Other fix (a different kind of fix) · 3120 X vs Y · 3130 Other cost (what the other fix costs) · 3140 DIY
- 3210 When ("when is it time") · 3220 Signs ("signs you need") · 3230 Worth it ("is it worth it")
- 3310 Symptom (in their words) · 3320 Situation · 3330 How-to

## Rules
1. Sorting a keyword: contains this business's own name = 1100 (a competitor's name is 2100). Urgent = 1200. Names a competitor = 2100. Names a marketplace or directory = 2240. Names another kind of fix = 3100. Asks whether or when = 3200. Otherwise the lowest number that fits.
2. Each keyword lives in exactly one ad group.
3. Campaigns: one per stage. 1100 Choosing (brand) on its own. Skip a campaign with nothing in it.
4. Each campaign excludes the keywords of the stages below it as negatives.
5. Every ad lands on the page for what it shows, never the homepage.
6. Each message is one responsive search ad: up to 15 headlines of 30 characters and 4 descriptions of 90 characters. Pin the message's main headline to position 1.
7. Use only facts from the business's own site. Do not invent prices, ratings, reviews or guarantees. Mark anything you could not confirm with [CHECK].
8. Write the way a person talks. No hype words.

## Naming
Campaign: CLIENT | CHANNEL | STAGE, like RVM | GA | 2000 Win. Channel codes: GA Google Ads, FB Facebook, IG Instagram, YT YouTube, TT TikTok, EM email, SMS text, DM direct mail. Ad group: slot code and name, like 2230 Near me: Phoenix.

## Output, in markdown
1. The business in five bullets: offer, service area, what makes it different, competitors, the main way it sells (calls, forms or checkout).
2. A campaigns table: name (ABC | GA | 2000 Win), stage, budget priority.
3. For each ad group: slot code and name, keywords ([exact] and "phrase"), landing page, and two messages, each with 3 headlines and 1 description.
4. Negative keywords for each campaign.
5. Empty slots, and why they are empty.

## Example of one ad group
### 2220 Type: Short queen
- Campaign: RVM | GA | 2000 Win
- Keywords: [rv short queen mattress], "short queen mattress for rv", [60x74 mattress]
- Landing page: /short-queen
- 2220.1 "Fits 60x74 exactly"
  - Headlines: RV Short Queen Mattress | Fits 60x74 Exactly | Free Shipping
  - Description: Cut for RV beds, not shrunk down from a house mattress. Free returns.
- 2220.2 "Made for your RV"
  - Headlines: Made for RV Beds | Short Queen, True to Size | Ships to Your Campsite
  - Description: Sized for RV bedrooms and built to sleep like home. Free returns.