Jackson

Deliver a quarterly budget review to a superior, for purposes of requesting additional funds for testing in the next quarter. 

Allocate a percentage of the budget for use in testing and responding to changes in the market. 

Establish a monthly or weekly sync with the finance team to share ideas and encourage flexibility in the budget. 

Look over industry reports to better anticipate query demand for the coming year and funding that will be required to accomodate this. 

Unique value 

Actual value 

Necessary value

Intrisic value 

Provide explanations to understand performance fluctuations in campaigns. 

Automatically pause campaigns that have low ad strength or limited budget. 

Share competitor ad performance data to help marketers adapt and grow their business. 

Identify drivers of a campaign’s week-on-week and month-on-month performance 

Google’s AI will only work in newly created campaigns with budgets of $1,000 per day or more. Campaigns that adopt Google’s AI spend more money to reach more customers. 

A Smart Bidding strategy will revert to manual bidding when a campaign’s budget is limited. 

Campaigns need sufficient budget headroom to allow Google’s AI to work to its fullest potential. 

Estimate the opportunity for increased sales during upcoming seasonal periods. 

Review the amount of spending for each keyword in a campaign over the past month. 

Ascertain how different budgets will impact performance through insights gained. 

Decide which billing method accomodates a particular account. 

Performance Max leverages AI to make budgeting decisions for specific channels like Search and YouTube. 

Performance Max promotes a particular service or product throughout almost all Google Ads inventory in one campaign. 

Performance Max optimizes campaigns across channels manually and insights into performance drivers. 

Performance Max allows advertisers to create and manage individual text, image, and video ads. 

The data is a very good indicator of industry-wide performance for machine learning.

The data is easily replicable by various teams across their organization. 

The data can be used to gauge competitor performance. 

The data is high-quality, originating with their customers. 

Time spent on site 

Cart size 

Page depth

Cost-per-click 

Enable a volume-based Smart Bidding strategy for all current campaigns 

Make sure it has a strong, goal-based measurement and attribution strategy in place 

Establish a value-based Smart Bidding strategy in their top two campaigns. 

Create a large list of negative keywords to help eliminate traffic from uninterested consumers. 

Insights gained from machine learning and simulations that identify potential performance uplift based on a marketer’s business objective 

The results of agorithms which identify the changes that would lead to the largest increase in campaign spend, irrespective of performance impact 

When advertisers need to expand their business objectives, recommendations are surfaced.

Every type of recommendation is surfaced for every individual and manager account