Day 1: Obviously, make the most of your money here first. Personally, I'm not a big fan of targeting impression shares in bidding strategies. It depends on how much competition your name has. I usually shoot to maximize clicks and stretch the dollar, but most importantly, make sure they are funded and ready to be viewed. Non-branded Low funnel Day 1: Traffic to these long tail / hyper specific keywords is great. Depending on your cost, try placing an audience layer (managing spending in the market or similar / similar audiences) to raise funds at the highest level. Week 2: Depending on efficiency, consider removing the audience layer and testing it with more people. Mid funnel Weeks 2-4: Start developing keywords during the goal-achieving process.
Take advantage of heavy audience ghost mannequin effect service targeting. Once audience targeting is applied, make the most of these funds until you reach an acceptable ROI (which doesn't have to mean positive). Once you reach a certain level, try increasing your spending. advertisement Continue reading below Weeks 3-6: Stand-alone campaigns begin funding keywords in the middle of the non-audience segmented goal-achieving process so that they can be triggered by the general audience. Use a tiered ROI approach to determine the level of spending that is reaching acceptable returns before expanding spending. Top of the funnel Weeks 5-8: Start funding the short tail / mass top of the keywords in the goal achievement process. Greatly separate rotations by device, time of day, and audience.
Not everyone should be able to see your ad, only the most qualified people. Week 9 and beyond : If you complete the previous timeline and steps and see good revenue at a higher level, start funding the top keywords in the goal-achieving process without an audience in a standalone campaign. .. However, do not do it before completing the previous steps. Targeting Beyond audience targeting (now you need to be an expert), you need to scrutinize every component of your data. Decide on a device for research and a device for conversion. Knowing the time, day of the week, and geography will give you the best output. advertisement Continue reading below Then adjust your ad target and rotation accordingly. The key to this approach is to discriminate until profitable before expanding outwards.