Keywords Are Digital Highways Traversed By Users

During this phase, we leverage of expertise with Google's Search Ad Network, Display Ad Network, and Shopping Ad Network to determine where to place your ads. We then determine the best bid strategy for achieving the results you want. If eCommerce, your bid strategy may be Target ROAS. If service-based, Target CPA may be better. If targeting brand keywords, Target Impression Share is likely best. Success depends on making the right decisions during the setup phase.

After launching a campaign Google's machine learning enters what it calls the learning period. Campaigns typically underperform during this time because Google's machine learning hasn't processed enough campaign data to be able to identify what works, what doesn't, and prioritize accordingly. The Google learning period lasts roughly 5 days after which an additional 14-21 days of campaign data is typically required to extrapolate the insights needed to bring a campaign to profitability.

You're obviously buying clicks and conversions. But you're also buying data. Specifically, the data that shows what works and what doesn't work. Things like conversion rate and cost differences between keywords, ads, genders, ages, locations, campaign types, audiences, and much more. As it becomes obvious what doesn't work, you can leverage things like bid adjustments, negative keywords, and more to eliminate spend in underperforming areas and increase spend on better performing areas.