Google’s formula for success requires a balance between duplicating what works and “making calculated bets to unlock future growth.” The formula comes straight from Google’s best practices manual.
1. Directly connect your marketing goals to real business results
To maximize ROI, start by defining the value of different conversions based on what they’re really worth to your business. Setting the right goals helps you tell Google Ads to place the right bids so you can get the most out of your campaign budgets.
Review your success metrics regularly to identify the most important conversions and drive the best possible performance.
2. Establish baselines for better performance
Google recommends three steps to unlock more precise and privacy-focused measures as third-party cookies and other identifiers are phased out:
Measure impact while preserving user trust: Set up site-wide tagging with the Google tag and complement it with enhanced conversions to collect consented and user-provided data. Rely on conversion models to learn from your own data and fill conversion gaps when no observable data is available.Understand what drives performance: Make better bid decisions across channels by switching to data-driven attribution so you can assign conversion credit to multiple touchpoints that are more incremental.Get more useful information: Be sure to upgrade to Google Analytics 4.
3. Capture existing demand now and generate new demand for the future
To help you fully optimize your search campaigns, combine broad match keywords with Smart Bidding and responsive search ads. This helps you unlock incremental sources of conversions and ROI. Then go beyond search with top-performing campaigns to multiply conversions across the full range of Google advertising channels and inventory.
4. Evaluate and expand what works
See your optimization score and recommendations to identify ways to improve performance and automatically apply the recommendations that matter most to your results. Finally, check the Insights page frequently to discover consumer performance and trends tailored just for your business.
You deeper You can read the entire playbook here.
Why we care While there is some good advice here, make sure you make the best possible decisions for your own business. Don’t always apply recommendations automatically without reviewing them, and use broad matching and smart bidding when needed.
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About the author
Nicole Farley is an editor at Search Engine Land covering all things PPC. In addition to being a Marine Corps veteran, she has an extensive background in digital marketing, an MBA, and a penchant for true crime, podcasts, travel, and snacks.
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