Always go for a data-driven attribution model whenever possible, to assign as much value as possible to all touchpoints that preceded the actual conversion. Too few? Then choose a non-single click attribution model (for example, linear). Also read: Google Ads: what targeting options are there? [+ handy spreadsheet] Creative Excellence Ads are the window of your business: use them to 'entice' potential customers. The ideal setup to get the most out of your ads: three to five expanded text ads , one responsive search ad , and as many relevant extensions as possible (sitelinks, callouts, website information extensions).
Leave the delivery of your ads to Google with optimized ad rotation . Here too, the algorithm uses contextual signals and shows the ad job function email list per user with the greatest chance of a click. No budget restrictions If your campaigns are limited by budget, you will limit the algorithm. So make sure that your campaigns always have enough budget. Do you really have no budget to spare? Then be critical about which keywords you do and do not want to advertise, or exclude certain regions. Note that this may limit the algorithm. Once the basics are in order, let's move on to the next crucial tip. 3. Simplify your account structure: fewer campaigns, more data.
This is where the magic happens . SKAGs (Single Keyword Ad Groups) are still popular with many SEA specialists. This is a very granular campaign structure that is often used to maintain maximum control over your keyword bids. This article is getting too long if I really want to explain what SKAGs are. Read more about the pros and cons here and why you should or should not opt for it. I've seen accounts with hundreds of campaigns broken down by devices, locations, or keyword types. If you don't use smart bidding and do your bid management based on rules (or even manually), then SKAGs can work best.