The effect of weather on purchasing decisions can be significant, especially in the travel sector, where travel companies see sales for overseas holidays soar when the weather here in the UK is poor.
Reacting to these changes in supply and demand in real time is key to maximising profitability and ensuring visibility in high conversion periods.
With the summer sales fast approaching it’s time to start gearing up in Google Ads.
In this post I’m going to share with you four great Adwords scripts that will help you increase conversion rates and make sure you’re responding to external factors that affect if a sale will take place, like weather conditions and if your TV ads are being shown at the same time users are searching for your brand online.
Most bidding in AdWords involves looking retrospectively at performance data and making bid changes to optimise towards a certain target.
But this approach seems a little backwards when you consider that it completely ignores changes in trading conditions that affect demand for products and services that are happening in real time.
AdWords is ending exact match. Here’s a script to stop ‘close variant matching’ and keep exact match…exact.
Every so often, Google announces a change to AdWords that has significant consequences for account management.
Last year the big shift was the introduction of Enhanced Campaigns, the main element of which was the merging of desktop and tablet targeting settings and the loss of the ability to exclusively target mobile devices.
Now we’re on the cusp of Google’s latest alteration going live: the removal of strict exact keyword matching.
Welcome back to our Intro to AdWords scripts series where we will train you to automate your account management using scripts.
As you’ll have noticed in our earlier posts, we make frequent use of the AdWords scripts documentation, which is vitally important.
In this article we’ll go through an example script making effective use of the documentation, we’ll focus on the campaign selector and we’ll give you an AdWords pro tip.