Post by account_disabled on Feb 28, 2024 4:31:47 GMT
In KMS, there are other variables that we can analyze and test: targeting (audiences, topics); exhibition sites; creative warehouse. Let's go through each point. Targeting Today, the choice of targeting for advertising is quite large, but I see audience targeting as the most promising. Topics in my campaigns gave less coverage, keywords will now be gradually replaced by special audiences on intentions (Custom Intent). The main types of audiences that should be tested first are: audiences of interested real estate buyers; Custom Intent, formed by keys from search campaigns; Custom Intent formed by competitors' URLs; Custom Intent, generated automatically by Google (Ads offers itself to the audience).
New insights on audiences should be obtained from the audience manager. Screenshot from the account, showing the degree of intersection Norway Phone Number of the audience with interests I want to record a few points: In the screenshot, I marked the audience with an arrow. You can choose an audience of people who have converted. If there are enough such users, then the statistics on them are much more valuable. It is possible to compare a specific audience with the audience of the entire country (Ukraine, for example) or with users from the context-media network in principle. Even though some of the targeting may seem irrelevant, it's worth trying them in combination with something in surveillance mode.
Another option for optimizing targeting is connecting automatic targeting at the ad group level. Google offers us conservative and aggressive optimization. In my projects, there have been cases where conservative automation has shown quite good results (this is tracked using special segments in Analytics). If you are hitting the ceiling with existing targeting and/or the audience is burning out, then try auto-targeting. An example of the distribution of applications in terms of automatic / manual targeting of KMS creatives If the client provided several links to different creatives - great. You have the opportunity to test different formats: responsive ads, graphics, HTML5. Each of them can have a different CTR and cost per click.
New insights on audiences should be obtained from the audience manager. Screenshot from the account, showing the degree of intersection Norway Phone Number of the audience with interests I want to record a few points: In the screenshot, I marked the audience with an arrow. You can choose an audience of people who have converted. If there are enough such users, then the statistics on them are much more valuable. It is possible to compare a specific audience with the audience of the entire country (Ukraine, for example) or with users from the context-media network in principle. Even though some of the targeting may seem irrelevant, it's worth trying them in combination with something in surveillance mode.
Another option for optimizing targeting is connecting automatic targeting at the ad group level. Google offers us conservative and aggressive optimization. In my projects, there have been cases where conservative automation has shown quite good results (this is tracked using special segments in Analytics). If you are hitting the ceiling with existing targeting and/or the audience is burning out, then try auto-targeting. An example of the distribution of applications in terms of automatic / manual targeting of KMS creatives If the client provided several links to different creatives - great. You have the opportunity to test different formats: responsive ads, graphics, HTML5. Each of them can have a different CTR and cost per click.