Marketers are increasingly turning to automation to unlock new growth opportunities. Automated ads are quick, easy and simple to use. However, in a world of smart and automated strategies, optimizing advertising campaigns that outperform the competition can be challenging.
Can marketers influence a smart or automated strategy? The answer may surprise you.
A “secret” or not well-known tactic when it comes to Google Ads is that audience bid modifiers that are manually set can be used to help prioritize which audience list is served if a user is on multiple lists. For example, a higher bid modifier means your preferred list will be prioritized but not be used in the bid modifier in the auction itself.
This is important for prioritizing high-value targets.
After watching his presentation, you’ll be able to optimize your automated advertising campaigns to out-perform your competition on Google, change both the targeting and attribution of audience lists with bid modifiers and get insights into other methods of how to advertise effectively and drive better results on Google.
Watch the session and become your marketing team’s rockstar by finding specific audiences you never thought you could find and understanding how channels, users, impressions, clicks and audiences impact your performance.
Source: Search Engine Land