Google’s method for navigating economic uncertainty includes “doubling down”
Google’s formula to success is a combination of “placing calculated wagers to unlock future growth” and “doubling down on the things that are working.” This formula is straight from Google’s best practice playbook.
1. Connect your marketing goals directly to business results
Start by determining the value of each conversion based on their true value to your business. This will help maximize ROI. The right goals will help you direct Google Ads to place the best bids, so that you get the most from your campaign budgets.
To identify the most important conversions, and to drive the highest performance possible, you should regularly review your success metrics.
2. Measurement foundation for better performance
Google suggests three steps to get more privacy-centric measurements. Third-party cookies and other identifiers will be phased out.
- Assess user trust and measure impact:Set up sitewide Google Tag tagging. Then, add enhanced conversions to collect consented user-provided data. Use conversion modeling to draw conclusions from your first-party data, and fill in the gaps where observable data is not available.
- Learn what drives performance: Make better bidding decisions across channels with data-driven attribution. You can assign conversion credit to multiple touchpoints, which are most incremental.
- More actionable insights are available: Upgrade to Google Analytics 4.
3. Capture the existing demand and create new demand in the future
Combining broad keywords with Smart Bidding or responsive search ads will optimize your Search campaigns. This will help you unlock incremental sources for conversions and increase your ROI. You can then go beyond Search and use Performance Max campaigns to increase conversions across all of Google’s advertising channels.
4. Assess and expand on what is working
You can monitor your optimization score and make recommendations to improve performance. Then, you will automatically apply the best recommendations that are most important to your bottom line. You can also check the Insights site frequently to find performance and consumer trends specific to your business.
Dig deeper. The entire playbook can be found here.
We care. These are great tips, but you need to make sure that your business is making the right decisions. Do not automatically apply recommendations without reading them. Use smart bidding and broad match where appropriate.
The post Google’s method for navigating economic uncertainty includes “doubling down” was first published on Search Engine land.