Everything needed to build the new account structure in parallel with the live campaign. All keyword volumes below are real figures pulled from the Google Ads Keyword Planner API for this account.
Website traffic-General is never edited
It keeps its budget, bidding, keywords, ads and geo exactly as they are. Every campaign below is new.
The legacy campaign is only re-evaluated once the new structure is carrying the account, and only with
explicit sign-off.| # | Campaign name | Type | Geo | Bidding (phase 1) | $/day | Est. CPC | Clicks/day | KP vol/mo |
|---|---|---|---|---|---|---|---|---|
| 1 | SR_BR_Endeavor_Miami | Search | Phase 1 — FL | Max Clicks · $2.00 cap | $15 | $1.10 | 14 | 490 |
| 2 | SR_NB_Mentorship_Advisory | Search | Phase 1 — FL → Phase 2 US | Max Clicks · $2.00 cap | $55 | $1.60 | 34 | 2,790 |
| 3 | SR_NB_Founder_Community | Search | Phase 1 — FL → Phase 2 US | Max Clicks · $2.00 cap | $70 | $1.40 | 50 | 15,970 |
| 4 | SR_NB_Ecosystem_Research_Partners | Search | Phase 1 — FL → Phase 2 US + LatAm | Max Clicks · $2.00 cap | $25 | $1.50 | 17 | 430 |
| 5 | DSA_Content_Blog_Press | Dynamic Search | Phase 1 — FL → Phase 2 US + LatAm | Max Clicks · $2.00 cap | $120 | $1.30 | 92 | ~430,800* |
| 6 | PMax_Endeavor_Miami | Performance Max | Phase 1 — FL | Max Conversions cap exempt | $45 | $1.20 | 38 | n/a |
| Total | $330 | ~$1.35 | ~245 | ≈ $10,032/mo | ||||
* DSA has no keyword list — the figure is the addressable pool the blog content maps to,
from a Keyword Planner URL seed on /blog/. It is an indication of reach, not a forecast.
All geo assignments are Phase 1 / Phase 2 — see Geographic strategy below.
SR_NB_Founder_Programs_MIA is dropped from the plan and its
$30/day moves to DSA ($90 → $120/day). The mix is unchanged at $330/day./entrepreneur-experience/ remains the destination of the
brand campaign, of PMax, and of the Apply Today conversion.Endeavor Miami serves two genuinely different audiences with different geographies. The plan starts narrow, proves delivery, then widens — rather than opening everything at once and diluting the signal.
| Phase | Setting | Who it reaches | Trigger to move on |
|---|---|---|---|
| Phase 1 launch |
Florida, with location option set to "Presence or interest" rather than "Presence only" | People physically in Florida plus people anywhere who show search interest in Miami / South Florida — which captures much of Audience B without buying whole countries | Campaigns consistently spending their full daily budget |
| Phase 2 if spend is constrained |
Add rest of United States, then Latin America (ES/PT), campaign by campaign | Full soft-landing audience and the national mentorship pool | Applied to campaigns 2–5 first; the brand campaign stays local |
Brand defence. Cheapest clicks in the account and, at 32.77% CTR historically, the single biggest protector of the 5% account CTR floor.
| Ad group | Keyword | Match | Vol/mo (US) | Top-of-page bid | Landing page |
|---|---|---|---|---|---|
| AG_Brand_Core | endeavor miami | Exact | 210 | $8.14–$20.00 | / |
| endeavor miami | Phrase | 210 | $8.14–$20.00 | ||
| endeavor entrepreneurs | Phrase | 90 | $2.94–$20.00 | ||
| endeavor miami org | Phrase | — | — | ||
| AG_Brand_About new — 17 Aug | endeavor miami organization | Phrase | — | — | /endeavor-miami/ |
| endeavor miami network | Phrase | — | — | ||
| what is endeavor miami | Phrase | — | — | ||
| endeavor miami application | Phrase | — | — | ||
| AG_Brand_Programs dropped | endeavorlab | Exact | 10 | — | /endeavorlab/ — discontinued |
| endeavor scaleup | Exact | 10 | — |
/scaleup/ already redirects
to the homepage. The Ad Grants two-ad-group minimum is met instead by AG_Brand_About on
/endeavor-miami/ — the values and mission page Endeavor Miami supplied on 17 Aug. That page
describes the organisation rather than a programme, so it cannot go stale the way the programme pages did.
The interim AG_Brand_Exact / AG_Brand_Phrase split is no longer needed.National mentorship demand — 2,790 searches/month, 40× the Miami application pool. Serves the "mentors and business leaders" audience and is the strongest genuine non-brand opportunity.
| Ad group | Keyword | Match | Vol/mo (US) | Competition | Top-of-page bid | Landing page |
|---|---|---|---|---|---|---|
| AG_Become_A_Mentor | startup mentor | Phrase | 480 | Low | $0.53–$8.89 | /contact/ → mentor enquiry |
| mentor entrepreneurs | Phrase | 260 | Medium | $3.67–$13.35 | ||
| become a startup mentor | Phrase | 10 | — | — | ||
| entrepreneur mentor program | Phrase | 90 | Low | $4.62–$16.63 | ||
| startup mentoring program | Phrase | 40 | Low | $5.76–$16.23 | ||
| mentor a small business | Phrase | — | — | — | ||
| AG_Advisory_Board | advisory board positions | Phrase | 140 | Low | $1.85–$7.41 | /contact/ |
| advisory board opportunities | Phrase | 110 | Low | $1.98–$5.50 | ||
| advisory board jobs | Phrase | 110 | Low | $2.31–$17.52 | ||
| executive mentorship | Phrase | 110 | Medium | $5.15–$15.96 | ||
| AG_Find_A_Mentor | small business mentorship | Phrase | 210 | Medium | $4.89–$20.00 | /entrepreneur-experience/ |
| finding a mentor for business | Phrase | 110 | Low | $4.00–$13.00 | ||
| free business mentorship | Phrase | 90 | Low | $3.97–$20.00 | ||
| executive mentorship program | Phrase | 50 | High | $5.14–$16.57 |
The largest keyword-based volume pool at 15,970 searches/month, built from themes Endeavor Miami's own content already covers: women and Latino founders, scaling, capital access, the podcast.
| Ad group | Keyword | Match | Vol/mo (US) | Top-of-page bid | Landing page |
|---|---|---|---|---|---|
| AG_Women_Founders | female founders | Phrase | 720 | $1.67–$15.15 | /category/womens-history-month/ |
| women founders | Phrase | 210 | $1.05–$14.12 | ||
| women entrepreneurs | Phrase | 4,400 | $0.50–$9.68 | ||
| female entrepreneurship | Phrase | 4,400 | $0.50–$9.68 | ||
| AG_Founder_Podcast | entrepreneur podcast | Phrase | 2,400 | $0.67–$4.73 | /podcast/ |
| podcast about entrepreneurship | Phrase | 2,400 | $0.67–$4.73 | ||
| best entrepreneur podcasts | Phrase | 590 | $0.26–$4.21 | ||
| AG_Scaling_And_Capital | funding for startups | Phrase | 6,600 | $2.52–$19.09 | /category/access-to-capital/ |
| social entrepreneurship | Phrase | 5,400 | $0.50–$19.97 | ||
| business incubator | Phrase | 2,900 | $0.71–$13.85 | ||
| AG_Diverse_Founders | black entrepreneurs | Phrase | 2,400 | $0.57–$4.40 | /category/hispanic-heritage-month/ |
| latino entrepreneurs | Phrase | — | — |
Serves the research/ecosystem audience and, in a second ad group, the corporate-partner audience — which Keyword Planner shows has zero search demand, so it is scoped as a placeholder rather than a volume play.
| Ad group | Keyword | Match | Vol/mo (US) | Landing page |
|---|---|---|---|---|
| AG_Ecosystem_Research | global startup ecosystem | Phrase | 50 | /research-reports/ |
| miami startup ecosystem | Phrase | 10 | ||
| startup ecosystem report | Phrase | 10 | ||
| high impact entrepreneurship | Phrase | 10 | ||
| AG_Corporate_Partners | corporate social impact partnership | Phrase | 0 | /partnerships/ |
| sponsor entrepreneurship program | Phrase | 0 | ||
| corporate philanthropy miami | Phrase | 0 |
The volume engine. No keywords — Google matches queries directly to the content of 179 posts, which is how the account reaches the ~430,800/month generic pool without a policy breach.
| Ad group | Target rule | Content behind it |
|---|---|---|
| AG_DSA_Press | URL contains /press/ · /category/press/ · /category/in-the-news/ | 48 posts |
| AG_DSA_Mentor_Spotlight | URL contains /category/mentor-spotlight/ | 33 posts |
| AG_DSA_Programs dropped | /category/endeavorlab/ · /category/endeavor-scaleup/ | 32 posts — all about retired programmes; excluded instead of targeted |
| AG_DSA_Companies new | URL contains /companies/ | The Endeavor Miami company portfolio — supplied 17 Aug |
| AG_DSA_Research_Ecosystem | /category/research/ · /category/ecosystem/ · /category/access-to-capital/ | 25 posts |
| AG_DSA_Blog_All | URL contains /blog/ · /20 (dated post archive) | 179 posts |
Per the kickoff, these must be excluded from all DSA targeting:
/endeavor-companies/ · /resources/ (outdated Community Resources) ·
/board-of-directors/ · /team/ · /events/list/ ·
/donate/ · every /scaleup/ and /endeavorlab/ path, including their
blog categories — those programmes are retired for good, so the exclusion is now permanent rather than
provisional.
/companies/ is not the excluded page
The kickoff exclusion list named /endeavor-companies/, which today 301s to the homepage.
The live portfolio page is /companies/, and Endeavor Miami asked for it on 17 Aug. Two different
URLs: the old one stays excluded, the new one gets its own DSA ad group. Worth checking the same way before
any URL is trusted — this account already lost budget to ten destinations that had quietly stopped resolving.Search + Maps inventory, automated matching, and — uniquely — exempt from the 5% CTR rule, so it adds spend without compliance exposure.
| Element | Specification |
|---|---|
| Asset group | AG_Founders — single asset group at launch |
| Final URL | /entrepreneur-experience/; URL expansion ON (restricted to the site) |
| Headlines (brand language) | Multiplier Effect · Elsewhere Entrepreneurs · Endeavor Entrepreneurs · Global Network of Trust · High-Impact Entrepreneurs · Scale Faster With Endeavor · Miami's Founder Network |
| Long headline | "The global network of trust of, by and for entrepreneurs — now in Miami" |
| Descriptions | Selection, mentorship, capital access and a global network that pays it forward |
| Images / logos | Endeavor Miami logo (1:1 + 4:1), founder and event photography, 1.91:1 + 1:1 + 4:5 |
| Video | Google will request one — it will not serve under the grant. Upload a placeholder or accept the auto-generated asset. |
| Audience signal | Custom segment on competitor + mentorship search terms; website visitors; newsletter list if uploadable |
| Account-level negatives | All brand terms, so PMax does not cannibalise campaign 1 |
campaign_search_term_insight. Start at $45/day and scale only if the search-term report stays
mission-relevant.The account has zero shared negative lists today. Three lists, applied to the new campaigns from day one.
| List | Applied to | Contents |
|---|---|---|
| NEG_Wrong_Endeavor | All 6 campaigns | endeavor group · wme · ufc · endeavor stock · edr · endeavour · endeavor air · shuttle endeavour · endeavor talent agency · endeavor holdings · endeavor staffing |
| NEG_Irrelevant_Intent | Campaigns 2–6 | jobs · careers · salary · internship · resume · login · sign in · free download · template · pdf · definition · meaning · wikipedia · reddit · course · certification · degree · scholarship |
| NEG_Commercial_Services | Campaigns 3–6 | business loan · payday · llc formation · register a company · business license · franchise for sale · buy a business · consultant near me · agency pricing |
| Campaign-level on DSA | Campaign 5 only | Every keyword from campaigns 1–4, as Phrase negatives |
Search-term mining should run weekly for the first month, then monthly — the account has never had a negative keyword process, so the first passes will be productive.
Ad Grants scores landing-page experience directly, and mismatched pages are what produced the AVERAGE Ad Strength on both live ads. Every ad group gets a page that matches its intent — no more sending everything to the homepage.
| Ad group | Landing page | Why | Status |
|---|---|---|---|
| AG_Brand_Core | / | Brand searchers want the organisation overview | 200 OK |
| AG_Brand_Programs dropped | /endeavorlab/ | Named-program intent — EndeavorLAB, ScaleUp and the founder programme are all retired | Not built |
| AG_Brand_About new | /endeavor-miami/ | Mission, values and the Miami office itself — the replacement second brand ad group | 200 OK |
| AG_Become_A_Mentor · AG_Advisory_Board | /contact/ | Mentor enquiry form | Needs a mentor-specific section |
| AG_Find_A_Mentor | /entrepreneur-experience/ | Founders seeking mentorship → the programme | 200 OK |
| AG_Women_Founders | /category/womens-history-month/ | 7 posts of directly-matching content | 200 OK |
| AG_Founder_Podcast | /podcast/ | Exact match to intent | 200 OK |
| AG_Scaling_And_Capital | /category/access-to-capital/ | 4 posts; extend before scaling budget | Thin — 4 posts |
| AG_Diverse_Founders | /category/hispanic-heritage-month/ | 6 posts | 200 OK |
| AG_Ecosystem_Research | /research-reports/ | PDF downloads = the conversion | 200 OK |
| AG_Ecosystem_Companies new | /companies/ | The portfolio of Endeavor Miami companies — proof of the ecosystem, and the page a partner or journalist actually wants | 200 OK |
| AG_DSA_Press → landing new | /press/ | Press releases index; already the largest DSA content block (48 posts) and now also a named destination | 200 OK |
| AG_Corporate_Partners | /partnerships/ | Partner enquiry | 200 OK |
| PMax AG_Founders | /entrepreneur-experience/ + expansion | Primary conversion path | 200 OK |
/endeavor-miami/ — "Our Values": Entrepreneur First, Go Big, Pay It Forward, Network of Trust.
This solves the open problem on campaign 1: with every named programme retired, brand had no legitimate
second ad group. AG_Brand_About now fills that slot with a page that will not expire./press/ — press-release index, already the largest DSA content block (48 posts). It gets
promoted from "content DSA crawls" to a named destination and an account sitelink./companies/ — the Endeavor Miami company portfolio. Note this is not the same URL as
/endeavor-companies/, which the kickoff asked to exclude and which today 301s to the
homepage. The exclusion stays on the old path; the live page is now in scope./scaleup/,
/scaleup/criteria/ and /scaleup/past-editions/ all 301 to the homepage; seven existing
sitelinks and the account's primary conversion trigger still point at them. Brand no longer waits on this —
/endeavor-miami/ covers the second ad group — but the seven stale sitelinks still need new
destinations./category/access-to-capital/ has only 4 posts, and it is the
highest-intent theme in the whole plan (see the Competitors page).The account has no account-level sitelinks — only 4 callouts, 1 structured snippet and 2 logos. Account-level assets inherit down to every campaign that has none of its own, so this is the fastest compliance and CTR win available.
| Asset type | Level | Proposed | Destination |
|---|---|---|---|
| Sitelinks new | Account | Apply to Endeavor | /entrepreneur-experience/ |
| Our Entrepreneurs | /endeavor-entrepreneurs/ | ||
| Become a Mentor | /contact/ | ||
| Research & Reports | /research-reports/ | ||
| Endeavor Miami Blog | /blog/ | ||
| Press & News | /press/ | ||
| About Endeavor Miami 17 Aug | /endeavor-miami/ | ||
| Our Companies 17 Aug | /companies/ | ||
| Callouts | Account | 77 Entrepreneurs Supported | — |
| 7,000+ Jobs Created | — | ||
| 98 Active Mentors | — | ||
| Global Network of Trust | — | ||
| Miami-Based, Globally Connected | — | ||
| Non-Profit Organization | — | ||
| Structured snippets | Account | Services: Mentorship · Network Access · Capital Introductions · Advisory Boards · Global Expansion | — |
| Programs: Endeavor Entrepreneurs · EndeavorLAB · Mentor Network · Research | — | ||
| Business name + logo | Account | Endeavor Miami + logo (1:1, 4:1) | — |
| Image assets | Campaign | Founder + event photography per campaign theme | — |
| Location asset | Account | Link the Google Business Profile — required for PMax on Maps | — |
/endeavor-companies/, is live)
(summit24. ×3, apin. ×4) and rebuild the malformed "Apply Here" sitelink whose
URL is two addresses concatenated into a 404. These sit on paused campaigns, so the fix is safe and does not
touch the live campaign.The core recommendation: stop relying on page-load triggers and build click-based
conversions on the site's actual sign-up buttons. Page-load rules are what broke in July when
/scaleup/ started redirecting. A click trigger on a button survives URL changes. Built and
published in GTM-TS5QRG54 on Aug 23 — see the Actions change
log.
| # | Goal | GTM trigger | Google Ads action | Role |
|---|---|---|---|---|
| 1 | Apply Today click | Click — All Elements, where Click URL contains
docs.google.com/forms/d/e/1FAIpQLSf5PsFires on /entrepreneur-experience/ "Apply Today" — matches the form
URL, not the element id, so a future CTA anywhere on the site keeps firing it |
EM - Apply Today click — Submit lead form |
Primary |
| 2 | Newsletter subscribe | Form Submission where Form ID equals mc-embedded-subscribe-form |
EM - Newsletter signup — Sign-up | Secondary |
| 3 | Report / PDF download | Click — All Elements, where Click URL matches RegEx \.pdf($|\?) |
EM - Report download — Engagement | Secondary |
| 4 | Email contact | Click — All Elements, where Click URL starts with mailto:Not a form submit — /contact/ and /partnerships/ have no
form, only the sitewide Mailchimp footer embed |
EM - Email contact — Contact | Secondary |
/events/ returns 410 Gone and no ticketing host
(lu.ma or otherwise) is linked anywhere on the site; the conversion action built against it can
never fire again. Donate click is deferred, not built — the real donation happens inside a cross-origin
Donorbox iframe that GTM on the parent page cannot see into, so a click on the nav link would measure
navigation intent, not a completed donation. Worth a written request to Tatiana for Donorbox-side tracking;
out of scope for this build.primary_for_goal = false) — see the build-day rationale in the
Actions change log. None of them affect
Website traffic-General's optimisation surface today.Page load /scaleup/ and /endeavorlab/ GA4 actions, and the lu.ma event
action (the dropped goal above).purchase, Click) — neither applies to a
nonprofit.include_in_conversions_metric = true on EM - Apply Today click once it is
promoted to primary.