In this stage, we utilize our proficiency in Google's Search, Display, and Shopping Ad Networks to identify the optimal placement for your advertisements. We then define the most effective bidding strategy to achieve your desired outcomes. For eCommerce, Target ROAS could be suitable, while a service-based business might benefit from Target CPA. For brand keyword targeting, Target Impression Share may be ideal. Successful campaign performance is contingent upon making informed decisions during the initial setup.

Once a campaign is initiated, Google's machine learning starts a phase referred to as the learning period. During this interval, campaigns often fall short of their potential as Google's algorithm hasn't yet gathered sufficient data to discern effective strategies. This learning period generally spans around 5 days. Subsequently, a further 14-21 days of data collection are usually needed to draw out insights that can turn the campaign profitable. Hence, patience is essential during the initial stages of a campaign.

Certainly, you're purchasing clicks and conversions, but you're also investing in valuable data. This data provides insights into what strategies are successful and which ones aren't, highlighting disparities in conversion rates and costs across factors like keywords, ads, demographics, locations, campaign types, audiences, and more. As the less effective approaches become apparent, you can make use of tools such as bid adjustments and negative keywords to decrease spending in low-performing areas and boost investment in high-performing areas.