Campaign Configuration

Audience targeting applied in a search campaign acts as an overlay on keyword matching. It allows "shaping" who the ads serve to. For example, we might exclude certain age groups or income levels. In search ad campaigns we can also use remarketing lists as search audiences. This is known as 'RLSA', short for "Remarketing Lists for Search Ads". RLSA facilitates serving different search ads to those visitors who showed engagement in previous searches. RLSA allows the advertiser to follow a user as they navigate their sales funnel journey to a conversion. Not just through display remarketing, but on search engine result pages as well. Search campaign audience configuration is an important capability that shouldn't be neglected.

Video campaign targeting is best done as an experimental process. Ads can be targeted to show on specific channels, or in front of & within specific videos. 

Video campaign audience configuration is also a useful form of targeting. Depending upon the market targeted by the products in the shopping campaigns, we may both include, and exclude certain audiences.

We utilize both “Targeting” and “Observational” audiences and bid adjustments.

Ad Spend: A search campaign should be purchasing at least 15 to 20 clicks daily. Below that failure rates are higher.

Geo Targeting: Controls locations where the ads serve, and don't serve.

Bidding: Influences when a campaign participates in an ad auction, rank auction, and pages the ads appear on.

Campaign Serving Schedule: We start most campaigns to serve 24x7x365. Becomes baseline to optimize the serving schedule.

Ad Rotation: Resesponsive search ads (RSAs) can be rotated to split test.

Search campaign conversion tracking is crucial to success. PPC conversions are meaningful events including sales transactions, form fill submissions, phone calls, and other meaningful actions.

PPC campaign conversion tracking provides visibility into campaign performance. But the more important benefit to advertisers results from the conversion metadata being fed back into the campaign's machine learning algorithm. Conversion metadata is the fuel for automated bidding.

When properly configured and optimized, machine learning will lift most campaigns to higher levels of performance.