Paid Search Success Factors: Campaign-Level Controls

Chapter 4 of Paid Search Basics

Assessing the performance of paid search campaigns in order to improve results is crucial. This chapter looks at the campaign-level controls that determine their overall effectiveness and direction.

By Econsultancy

6 minute read

When setting up a paid search campaign for the first time or reviewing the effectiveness of an existing one, a structured analysis based on campaign-level controls and keyword-level controls is recommended. This chapter looks at the former group. It covers:

Smart Bidding: Google offers several types of Smart Bidding strategy which can be selected based on what the advertiser wants to achieve. What are the strategies currently available?
Keyphrase analysis: How can advertisers effectively optimise their ad copy using keywords in order to make their campaigns more successful?
Campaign structure: Referring to the way in which keywords and ad groups are grouped within the paid search advertising account, why is campaign structure such a crucial factor?