Automation has dramatically reverted Google Ads and the other big ad platforms in recent years.
In many ways, automation has made our lives easier. For example, I don’t miss the days of manually adjusting bids for each keyword in my account.
However, as machine learning has wilt an integral part of wayfarers management, it’s natural to finger a loss of control.
To ensure that you maximize the positive impacts of automation – while maintaining the necessary level of autonomy – marketers need to revisit their worth structures.
The media plans we are trying to unhook for our brands/clients often contain multiple objectives or lines of business, making the worth structure plane increasingly important.
What follows are some tips on how you can yo-yo your worth structure to strike the perfect balance. We’ll start with the most granular level of worth organization and work our way up.
Ad groups
As has unchangingly been the case, ad group organization should marry keywords to the message/offer you plan to deliver.
Make sure the message and landing page are tightly correlated to the keywords in the ad group. Ad relevance and landing page wits are hair-trigger components of ad rank, which determine your position on the page and the price you pay for clicks.
With Expanded Text Ads, it made sense to unravel out granular ad groups so that you could incorporate high-volume keywords into the ads (and thus, modernize your ad relevance); however, with responsive search ads rhadamanthine the default ad type in July, there may be an opportunity consolidate ad groups, as you can incorporate a wider variety of messages within a single ad. If pursuing this model, I recommend organizing keywords based on the landing pages you plan to momentum to.
While some advertisers may prefer to maintain their current tideway to ad group segmentation, it is important to consider your team’s worthiness to develop strong, relevant RSAs at scale.
The weightier practice our teams use is at least 10 headlines and four unravelment lines for each RSA. Compared to the ETA, that’s a lot increasingly time you need to spend writing compelling copy.
Consolidating your ad groups & leaning on the automation overdue RSAs can provide operational efficiencies for your team, expressly if you are managing campaigns wideness multiple product lines or geographic markets.
Campaigns
Campaign structure is where SEM becomes increasingly of an art than a science.
There is no right such thing as the “perfect” wayfarers segmentation strategy; however, there are a couple of key facts well-nigh campaigns that should influence how you set up your account:
- Campaigns are the most granular level in worth hierarchy where you can powerfully tenancy your spend. I say this, yet Google can exceed your wayfarers daily upkeep caps.
- Automated bid strategies are often unromantic at a wayfarers level.
Think well-nigh your campaigns as tactics to support the broader goals of your media plan. You can specify a portion of your upkeep to intrust to the campaign, and you can optimize toward a specific goal with a campaign-level prompting strategy. Ensure that the keywords and ads within your campaigns are designed to unzip the same goal.
Common segmentation strategies include:
- Geo-targets.
- Language.
- Product/line of business.
- Keyword match type.
- Keyword category.
- The regulars targeted in the campaign.
You will need to assess which segmentation strategies will help you meet your marketing goals. Keep in mind that you can use a combination of the segmentations.
When splitting out campaigns increasingly granularly, you powerfully provide your team with increasingly tenancy over the spend mix wideness the account. This is how you can provide some guardrails that would otherwise be unknown to prompting algorithms.
These can be business-related nuances in strategy (e.g., a focus on competitor keywords for the month) or optimizations to enhance the output of your campaigns based on your own analysis.
An easy place to start when considering increasingly granular segmentation of campaigns is keyword match types. Using an example, we’ll show how a increasingly granular wayfarers strategy can result in a increasingly optimized spend mix and stronger overall performance.
Though the algorithm powerfully achieved our tCPA goal, unmistakably there is an opportunity to optimize this spend mix toward word-for-word match keywords, where we are driving the most cost-effective conversions.
By splitting the keywords into separate campaigns and structuring our wayfarers daily budgets in a way that we are prioritizing the word-for-word match campaign, we can momentum volume lifts in efficiency while still meeting our investment goals.
One last word of caution: be shielding well-nigh getting too granular with your wayfarers delineations.
If you get too warlike with the wayfarers restructures, you will see a negative impact on the worthiness of the campaigns to leverage machine learning. Portfolio prompting can help overcome this; however, my recommendation would be to ensure you have at least $25-$50 spend/day in each campaign.
If your campaigns are regularly spending less than that, you may have been too warlike with the segmentation of campaigns.
Leverage platform automation increasingly effectively
Ready to yo-yo your worth to leverage platform automation increasingly effectively? Here’s how to do it:
- Consolidate ad groups based on the structuring of keywords to your landing page offers, knowing that you can incorporate increasingly unique messages into responsive search ads.
- The wastefulness you’ll be looking to strike is between the relevance of the ads/LPs to your keywords versus the time spent developing highly relevant, tailored RSAs.
- Segment campaigns to garner increasingly tenancy over how the spend is distributed wideness your account. The wayfarers is the most granular level in the hierarchy, and you can powerfully manage your investment.
- The wastefulness you’ll be looking to strike is between the tenancy you need to enact the media plan and the data density of the campaign. Segmenting too granularly can have a negative impact as well.
The post How to optimize worth structure in an era of automation appeared first on Search Engine Land.
