By Alberto Gonzalez
Marketing4eCommerce Editor
?What if your goal for 2021 was to stop wasting your budget on Google Ads and start improving the profitability of your campaigns?
Google is trending towards adding more automation and complexity to its advertising products. While this can help with day-to-day campaign management, it comes at the price of readability and control over the campaigns.
As a marketer, you need to maintain control over your campaigns and strategies. Google optimizations don’t always benefit you, nor do they know the context of your brand. One solution could be to use a campaign optimization tool like SEISO . It helps you gain insights into your campaigns while you remain the one responsible for the final decision.
To be successful in 2021, you will need to be able to do iceland business email database new things: integrate more data, keep control over Google's automatic optimizations, fight against increasing competition... but you won't have any more time for it. Let's look at the 5 New Year's resolutions you should focus on in 2021:
1. SKAGs: OUT, Intent: EN
Google favors consistency within campaigns. The more similar your keywords perform, the better the overall campaign performance will be. This has been the raison d'être of the infamous single keyword ad group (or SKAG) strategy that was popular a few years ago. To be honest, it was an unmanageable mess. Luckily, Google recently introduced some updates that made SKAGs irrelevant: match type update, close variants, etc.
So, if consistency is the key but SKAGs are over the top, what should we do? As is often the case in marketing, we have to work with common sense. In this situation, user intent should be the North Star around which keywords are grouped.