Updated: May 6
Resources are best accompanied whilst watching how the event went down:
The quality of Broad Match has really improved in the last few years
Use a Broad Match only campaign with target CPA or ROAS for more relevant results
CTR, CVR and IS will likely go down, don’t panic!
Broad Match may not work for your account so check exceptions first (check the slides!)
Google needs to be fed with the correct data - Fewer campaigns provide better Impression Shares for your best-performing keywords
Your budget expectations can easily dictate the number of campaigns/number of keywords you can have
Keyword mapping can help to understand the campaigns/keywords you need
Consolidate your data and build your campaigns based on main KPIs, budgets and customer behaviour.
Ensure your business/client has a valid business model
Marketers need to understand the capacity for real profitable growth
Consider a) not advertising unprofitable products and b) separating products for growth and profit
Marketers need to take into consideration LTV when working for growth.
The goal is to better understand what activities influence customer behaviour
A customer journey is more complicated than a single visit
Use macro and micro events to fully understand consumer engagement and final success
CAC, LTV, AOV…. can be misleading, do some easy maths to get a better picture (check the slides!).