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.