Archives for June 2026

Develop a value-based Smart Bidding strategy in the store’s top two campaigns. 

Develop a strong, goal-based measurement and attribution strategy 

Develop a volume-based Smart Bidding strategy across all campaigns 

Develop a big list of negative keywords to prevent traffic from uninterested customers 

Setting the Performance Max CPA or ROAS target to a level comparable to other campaigns 

Running the Performance Max experiment 1-2 weeks before evaluating results

Setting an altogether new CPA or ROAS goal for Performance Campaigns Limiting

the Performance Max budget to 10% of other campaigns’ budgets 

Broad match keywords let marketers exercise more control over the specific search terms to which particular ads line up, and they allow for volume to be limited. 

Broad match keywords can help marketers maximize their reach to customers who are seeking out their offerings without having to spend time adding new keywords. 

Broad match keywords are necessary to guarantee high performance — they must be included alongside exact match and phrase match keywords. 

Broad match keywords guarantee that a keyword’s core concept remains in the search term while achieving comparable volume to exact match keywords. 

The creation of highly specified silos within the organization that allow for specialization and multiple budget owners. 

The encouragement of teams to avoid experimentation in order to eliminate risk and help ensure stable levels of performance year-after-year. 

The establishment of budget processes that define digital marketing as a cost center for the organization. 

The development of capabilities in key areas like high-quality data and a skilled workforce as a means of complementing AI’s benefits. 

App campaigns

Video campaigns 

Performance Max campaigns 

Search campaigns 

Profit 

Cost-per-click 

Cost of goods sold

Marketing spend 

By pausing campaigns automatically if they have low ad strength or a limited budget 

By providing the reasons for inconsistent performance across campaigns 

By providing ad performance data from competitors that can be useful for marketers looking to to make adjustments to their own business 

By identifying the drivers of a particular campaign’s week-on-week and month-on-month performance 

Identify opportunities to replace low-performing assets with assets that have better potential. 

Uncover budget limitations that may be restricting assets from showing in auctions.

Identify new keywords to add to a campaign to improve asset reach. 

Use high-performing assets as inspiration for future creative assets. 

Understand how much a marketer’s competitors are spending each week. 

Uncover new consumer insights such as rising search trends and new converting audiences. 

Optimize Search campaigns through insights specifically intended for that purpose. 

Identify and diagnose performance issues to better run successful campaigns 

Ensuring that your Google My Business and Google Merchant Center feed are operating under separate accounts 

Using the maximum amount of assets permissible, which includes text, image, and video assets 

Starting conversion tracking after a campaign has been running for two weeks

Minimizing the number of ad extensions used within an asset group