Choose The Right Bidding Strategy

Also read: Google Ads: what targeting options are there? [+ handy spreadsheet] Creative Excellence Ads are the window of your business: use them to ‘entice’ potential customers. The ideal setup to get the most out of your ads: three to five expanded text ads , one responsive search ad , and as many relevant extensions as possible (sitelinks, callouts, website information extensions). Leave the delivery of your ads to Google with optimized ad rotation . Here too, the algorithm uses contextual signals and shows the ad per user with the greatest chance of a click. No budget restrictions If your campaigns are limited by budget, you will limit the algorithm. So make sure that your campaigns always have enough budget. Do you really have no budget to spare? Then be critical about which keywords you do and do not want to advertise, or exclude certain regions. Note that this may limit the algorithm.

The Right Bidding Strategy

Once the basics are in order, let’s move on to the next crucial tip. 3. Simplify your account structure: fewer campaigns, more data This is where the magic happens . SKAGs (Single Keyword Ad Groups) are still popular with many SEA specialists. This is a very granular campaign structure that is often used to maintain maximum control Albania B2B List over your keyword bids. This article is getting too long if I really want to explain what SKAGs are. Read here more about the pros and cons and why you should or should not choose it. I’ve seen accounts with hundreds of campaigns broken down by devices, locations, or keyword types. If you don’t use smart bidding and do your bid management based on rules (or even manually), then SKAGs can work best. But if you want to take advantage of the machine learning and artificial intelligence capabilities of Google’s smart bidding algorithm, SKAGs may not be conducive to your performance.


Right Bidding Strategy

SKAG vs. MKAG The opposite of Single Keyword Ad Groups are Multiple Keyword Ad Groups (MKAGs sound a lot less cool, by the way). Simplify your account structure by merging existing campaigns. For example, I helped a client reduce 44 non-branded search campaigns to 7. When you merge your campaigns, you give the algorithm more room to learn, experiment and optimize. This will help you achieve better results faster. The extent to which you should merge your existing campaigns completely depends on your business, goals and current structure. You could test with campaigns based on categories, margin groups, or purchase intent. Remember: create campaigns with as much data as possible to get maximum return from the algorithm. Consolidating campaigns has been the number one driver of improved performance for many of our customers over the past year. The results for a large e-commerce party are astonishing: 345% more sales at a 22% higher ROAS!

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