Google’s formula for success requires a balance of doubling down on what’s working, and “placing calculated bets to unlock future growth.” The formula comes directly from Google’s best practices playbook.
To maximize ROI, start with defining the value of different conversions based on what they’re really worth to your business. Setting the right goals helps you point Google Ads to place the right bids so you can get the most out of your campaign budgets.
Revisit your success metrics regularly to identify the most important conversions and drive the best performance possible.
Google recommends three steps to unlock more accurate, privacy-centric measurements as third-party cookies and other identifiers are phased out:
To help fully optimize your Search campaigns, combine broad match keywords with Smart Bidding and responsive search ads. This helps you unlock incremental sources of conversions and ROI. Then, go beyond Search using Performance Max campaigns to multiply conversions across Google’s full range of advertising channels and inventory.
Watch your optimization score and recommendations to identify ways to improve performance, and automatically apply the recommendations that matter most to your bottom line. Finally, check the Insights page frequently to discover performance and consumer trends that are uniquely customized to your business.
Dig deeper. You can read the entire playbook here.
Why we care. Though there are some good tips here, make sure you are making the best decisions possible for your own business. Don’t always auto-apply recommendations without reviewing them, and use broad match and smart bidding where necessary.
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