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February 3, 2021
- Hire an analyst
- Review the health panel overview
- Look at historical data — that always forecasts future performance
- Look for patterns across reports
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February 3, 2021
- Lower the cost per action
- Enable adaptive geo-targeting
- Pause one of the campaigns
- Create a new budget group
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February 3, 2021
- They manage geo-targeting across the portfolio of campaigns to reach the target.
- They split conversion credit across all interactions to provide better insights.
- They manage bids on keywords across the portfolio to reach the target.
- They find the best-performing geographic areas and adjust bids to reach the target.
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February 3, 2021
- Attribution modeling
- Bid strategy health
- Forecasting
- Portfolio bidding
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February 3, 2021
- Custom
- Top Conversion Paths
- Path Length
- Data-driven
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February 3, 2021
- Sitelinks are a good way to test landing pages.
- Bids can be adjusted based on the sitelink.
- Users will be directed to a more relevant landing page right away.
- Dynamic landing pages can be used.
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February 3, 2021
- Include both landing page and ad copy tests for efficiency
- Test as many different versions of their ad copy as possible
- Keep the ad copy as generic as possible
- Limit the number of versions they test
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February 3, 2021
- Adaptive geo-targeting
- Remarketing lists for search ads (RLSA)
- Programmatic remarketing
- Portfolio bidding
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February 3, 2021
- Time Decay
- Last click
- Assists
- Position based
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February 3, 2021
- Health panel overview
- Run a budget report and check actual versus forecasted spend
- Budget Management tab
- Pull a report and include cost per action (CPA), cost per click (CPC)
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