AI-Driven Bidding is Here to Stay
As most digital marketers know, Google Ads operates in a real-time auction environment. Each time a potential customer searches on Google, your ads compete in an auction against other advertisers’ ads to determine which ads are placed in what order (if at all) on the search results pages. The outcome of the auction depends on factors including the quality and relevance of your ad, and the bids you've set.
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Knowing which campaigns are performing the best for an account helps you understand the behavior of your audience and helps you design new strategies and/or campaigns. In winning search campaigns, each of a campaign's ad groups has a tightly-related set of keywords. By studying the keywords in an ad group and the associated ads it is possible to understand the reason it got such great results.
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Focus your efforts to drive business results
As a digital marketer, you are always looking for ways to optimize your Paid Media campaigns and improve your results. What digital marketer doesn’t want to deliver the highest possible returns for their company or their clients? If you can show that digital marketing efforts are driving tangible business results, you'll be much more likely to get recognition (and budget) for your work.
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Paid search is often one of the first places businesses look when they need to make cuts to their marketing budget. But before you start slashing your paid search budget, it’s important to take a step back and evaluate your low-level campaign assets to understand which assets are not performing and why, how performance can be improved, and which assets should be "pruned" to improve overall performance.
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