Google Ads - Measurement Certification

Attribution Report vs. Campaigns Report

- Attribution Reports: Attribution Reports can help you estimate how changes to your attribution model might impact conversion reporting. App conversions and store visits are not included in Attribution Reports. - Campaign Reports: Conversions in the "Campaigns" page can help you evaluate and optimize performance after you've changed your attribution model.

There are many ways to leverage the power of AI in media, including:

- Bidding - Conversion modeling and solutions like enhanced conversions. - Data-driven attribution - Optimizing channel and inventory placements - Targeting (reaching more relevant and valuable audiences) - Creative assets - Inventory optimization (product feeds) - Automatically surfacing actionable insights

Google Analytics 4 conversions

- Ideal if you're interested in measurement and conversions across your app or website. Can include conversions from non-Google Ads sources. - Uses event-based data instead of session-based - Includes privacy controls such as cookie-less measurement, and behavioral and conversion modeling - Predictive capabilities offer guidance without complex models

Examples of rules-based models

- Last click: The last touchpoint receives 100% of the credit for the conversion. - First click: The first touchpoint receives 100% of the credit for the conversion. - Linear: Credit is distributed evenly to every single touch in the buyer's journey. - Position-based: 40% credit is assigned to the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions. - Time-decay: A multi-touch model that gives more credit to the touchpoints closest to the conversion.

Implementing sitewide tags

1. Always use auto-tagging: - This automatically adds a parameter to your URLs to help you track conversions and report on your ad performance. 2. Make sure GCLID still works: - if using click-trackers in URL. This automatically adds a parameter to your URLs to help you track conversions and report on your ad performance. If you use any click-trackers in your tracking URLs or server-side redirects on your site, make sure they pass on the GCLID to your landing pages. 3. Don't load tags from within an iframe: - An iframe (inline frame) is an HTML document embedded inside another HTML document on a website. For example, don't fire your tag from within another tracking tag like Floodlight. A Floodlight tag is an iframe or image tag that you install on a conversion page on your site.

Extra Google Conversion Actions

1. App install and in-app actions: - Downloads from Google Play - First opens - In-app actions, such as purchases 2. Store visit conversions: Can help you understand which campaigns, keywords and devices drive the most store visits to your business. Criteria needed for it: - Your stores must be located in eligible countries where store visits reporting is offered. - Store locations must not be considered sensitive. For example, locations related to healthcare, religion, sexual content, and children would be considered sensitive and ineligible for store visit conversions. - Your ads should use location assets or affiliate location assets so that we know which stores you care about. The more locations you have, the higher the likelihood your account will have enough data to be eligible for store visits. - Make sure your location assets or affiliate location assets are active and not turned off at the campaign level or ad group level in Google Ads. You should also opt in campaigns to show assets. If you don't opt in campaigns, store visits won't be reported, and your Google Ads account may not receive enough data to be eligible for store visits. - Your ads must have enough ad clicks or impressions, and your business must have enough foot traffic, to pass our privacy thresholds. Since store visit reporting utilizes a machine learning model, we need sufficient data to accurately report store visits. Because every advertiser is different, these numbers vary by advertiser. - If you're using location assets with a Business Profile, make sure that your store locations are set up in your Business Profile and all of your store locations are verified in your Business Profile.

Google Analytics vs. Google Ads #1

1. Attribution differences: - If a buyer's journey to purchase involved a Google ad, Google Ads will give conversion credit to the last Google ad the consumer saw or clicked unless you change to other attribution models. - Google Analytics can give conversion credit to both Google Ads and other advertising channels. If using last-click attribution, Google Analytics gives conversion credit to the engagement which was the last one in the customer's journey. 2. Date of transaction: Google Ads reports conversions from the date and time of the click that led to the successful action, not from the date of the successful action itself. Example: Let's say a customer clicked on a Google ad for one of your products on October 11 and purchased those shoes on October 18. Google Ads would show the conversion on October 11. Google Analytics will give the credit to the date the purchase occurred, which, in this example, is October 18. 3. Reporting freshness: Goals and transactions imported from Google Analytics into Google Ads are typically reflected in your Google Ads conversion statistics within 12 hours when attributed using the "Last click" attribution model, and within 24 hours when using other models. In Google Ads, conversion tracking data is typically reflected within 3 hours for conversions attributed using the "Last click" model, and within 15 hours when using other models.

Four stages of the consumer journey

1. Awareness: - Goal: People see that your business, product, or service exists. - How? Address all the people who match the desired audience profile based on age, gender, interests, and behaviors. 2. Consideration: - Goal: People think about or show interest in your brand. - How? Address all the people who match the desired audience profile and have shown some interest in the advertised product or category. 3. Sales: - Goal: People do something, like make a purchase. - How? Address all the people who have shown a strong interest in the advertised brand or product. 4. Leads: - Goal: People care enough to purchase more or advocate for your business. - How? Address current users.

Two of Google's Incrementality Tools

1. Brand Lift: A Google product that can measure the direct impact your YouTube ads are having on perceptions and behaviors throughout the consumer journey. Within a matter of days, Brand Lift gives you continuous insight into the impact your ads are having on the metrics that matter, including lifts in brand awareness, ad recall, consideration, favorability, purchase intent, and brand interest, as measured by organic search activity. How does it work? Brand Lift first isolates a randomized control group that isn't shown your ad and an exposed group that is. About a day after seeing (or not seeing) your ad, it delivers a survey to both groups. Since the only effective difference between the two groups is whether they saw your ad, it can accurately determine the lift attributed to your campaign. 2. Conversion Lift: Helps you measure the number of conversions, site visits, and any other action directly driven by your audience viewing your ad. How does it work? When your ad campaigns start running, Google will split your target audience into 2 groups: - People who will view your ad - People who would have viewed your ad, but are instead shown the next ad in the auction At the end of the study, Google compares the conversions for both the groups to measure what percentage of each were directly caused by the ad compared to those that would have occurred normally.

Attribution models

1. Data-driven attribution: DDA is the most advanced model in Google's attribution products and is now the default model for all new web-based conversion actions in Google Ads. It leverages your account's historical data to credit the most impactful ad touchpoints across Search, YouTube, and Display. DDA is different from the other attribution models because it uses your conversion data to calculate the actual contribution of each ad interaction across the conversion path. By comparing the paths of customers who convert to the paths of customers who don't, the model identifies patterns among those ad interactions that lead to conversions. The model then gives more credit to those valuable ad interactions on the customer's path. 2. Rules-based attribution: While data-driven attribution is recommended when performance is your top priority, some customers may want to prioritize specific touchpoints and apply static logic to assign a value to that touchpoint in a conversion path. For example, an advertiser may want to prioritize the first interaction their customers have with their business. To accomplish this, they would select a rules-based model to assign 100% of the credit to the first click. Rules-based attribution models follow fixed rules for assigning conversion credit regardless of the conversion type or user behavior.

Google's tagging solutions

1. Google Tag Manager: A tag management system that allows you to quickly and easily update tags on your website or mobile app from a web interface. For robust tagging, most advertisers should use Google Tag Manager. Use it if you need: - The ability to deploy and modify both Google and 3rd party tags - The ability to deploy and modify tags for both web and mobile apps - The ability to deploy and modify tags on the fly from a web interface - Collaboration and versioning capabilities 2. Google tag (gtag.js), formerly known as global site tag: The JavaScript framework that is used to add Google tags directly to web pages. If you're unable to use Google Tag Manager or the following is more important to you: - The ability to install tags directly on your web page, without the ramp-up time of setting up a tag management system - The ability to work with your tags directly in JavaScript without being required to work with a separate interface 3. For larger enterprises, Google also offers Tag Manager 360 which is integrated with Google Marketing Platform and provides enterprise-focused features.

ROI measurement solutions

1. Marketing mix model (MMM) 2. Experiments 3. Cross channel attribution 4. Customer lifetime value (CLV)

Two types of optimization

1. Media mix optimization involves shifting media investment across media channels — moving budgets from lower-performing channels to higher-performing channels to improve the overall media performance. An example of media mix optimization is if you see that video ads drive sales at a higher ROI than display. You may move a portion of your display budget to the video ad budget. 2. Channel optimization is changing how ads are delivered within a specific channel for maximum impact on business outcomes. An example of channel optimization is you may choose to change keywords, bids, or creative in order to make Search more efficient in driving online sales. The three types of channel optimization include: - Bidding: Acquire more consumers by adjusting bids based on a rich set of auction-time signals. - Creative: Customize your assets to serve the right message to the right user at the right moment. - Targeting: Reach those most interested in your business with dynamic audience targeting.

Google Ads - Conversion Tracking

1. Set up a conversion action in Google Ads to measure what you consider to be valuable consumer actions. 2. Google Ads will give you a snippet of code, which is called a conversion tracking tag. 3. Add that conversion tracking tag to your website or app. 4. When a visitor performs a conversion action(s), the tag will send data back to Google Ads.

Channel metrics

1. Video metrics: - Engagement rates - Video views - Complete views - Cost-per-view - Completion rates 2. Search metrics: - Click-through rate - Conversion rate - Conversions - Cost-per-action 3. Social media metrics: - Engagement rates - Views - Reach - Frequency

Google Analytics vs. Google Ads #2

4. Conversion count differences: In Google Ads, you can choose to count either all or unique conversions by setting the counting method for each conversion action. The Conversions column in Google Ads will display conversions that happened within your chosen conversion window, according to your selected counting method. Google Analytics properties, however, count all conversion events, which can cause discrepancies. Example:If a customer reaches the same conversion page twice in a given session on your site, then Google Ads: Counts two conversions if the counting preference for that conversion action is set to "Every" Or only count one conversion if set to "One" Meanwhile, Google Analytics will count two conversion events.

Enhanced conversions for leads

A feature that can help advertisers who want to track sales that happen off a website (for example, phone or email) from website leads. It supplements your existing conversion tags by sending hashed first party conversion data from your website to Google in a privacy safe way. Benefits: - Better performance: Optimize your campaigns to sales and transactions that happen off your website. - Easy to set up: Configure measurement entirely from your Google Ads account. - Flexible: Implement using the Google tag or with Google Tag Manager. You can upload or import conversion data into Google Ads using first-party customer data from your website lead forms. Enhanced conversions for leads doesn't require you to modify your lead forms or customer relations management systems to receive a Google Click ID (GCLID). Instead, it uses information that was already captured about your leads, like email addresses, to measure conversions.

Financial objective

A financial objective focuses on increasing revenue, profit margin, or volume (for example, units sold). Often, larger companies will create a subgoal for each of their lines of business.

Cross channel attribution

Advertisers who are leveraging multiple digital advertising solutions require a means of distributing credit in a de-duplicated manner across their various partners. This allows them to evaluate their media and allocate budget towards their most valuable channels. In-channel attribution, such as data-driven attribution in Ads, is a valuable optimization tool. However, other digital channels can take credit for the same conversion when they too were involved in that customer's path. Example: Google Ad > Non-Google Partner > Conversion In this example, each partner would be eligible to take credit for the conversion. Cross channel / multi-touch attribution (MTA) includes all marketing touchpoints that cause a conversion and is meant to give a full picture of the customer's path to purchase. These conversions could include but are not limited to website visits, views, newsletters, and purchases. Who's it for? Cross channel attribution insights, unlike channel-specific attribution, are often used to influence budget decisions and channel investment rather than to optimize campaigns within a single channel. When done properly, advertisers can be more efficient and nimble with their marketing spend. How does it work? Sophisticated algorithms and machine learning evaluate all the different paths to determine the most influential touchpoints. Factors such as the number of interactions, the order of exposure, and the creative assets used in each conversion path may be incorporated into your results.

Marketing mix model (MMM) #1

An analysis that shows the impact of marketing on a brand's sales. It's particularly useful for companies that invest a significant amount of their marketing budget in offline media channels or companies that sell predominantly through offline sales channels (brick-and-mortar stores). Who's it for? An MMM is typically done for a brand (for example, Oreo) or a group of brands in the same category (for example, snack foods). It incorporates all possible factors that could drive the brand's sales, including (but not limited to) media and marketing (for example, TV, radio, digital, outdoor advertising, emails, and coupons), brand consideration, the economy, competitor actions, and even the weather. How does it work? An advertiser will either hire a third-party vendor to run an MMM or run their own MMMs in-house. They are expensive and take 12 to 20 weeks to run, so most advertisers only do it just once or twice a year. As technology and data improve, however, more advertisers are beginning to do quarterly updates or even monthly refreshes. Frequent updates to MMMs are good as long as the advertiser can make decisions about their media budgets with the same frequency.

Strategic objectives

An example of a strategic objective is increasing your brand strength.

Business purpose statement

Begin by writing down the basics: 1. Name of your business 2. Your product or service 3. Your consumers 4. Result or benefit you provide to your consumer What are your short-term and long-term goals that best suit your company? How would you answer these questions? How does your company make money? Where will growth likely come from? Which competitors are doing well in the market and why? Where do you want your business to be five years from now?

Attribution as part of a holistic measurement strategy

Combining attribution with marketing mix models (MMM) and experimentation provides a best-in-class approach to measuring ROI by assigning value in these ways: - Use an MMM to drive macro budget strategy - Attribution to understand the customer journey and assign credit across touchpoints - Validate and test insights through experiments

Measuring conversions in Google Ads

Conversion tracking is a no cost tool in Google Ads that shows you what happens after a customer interacts with your ads -- whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app.

Assigning value to conversions

Conversion values help you measure and optimize the true business impact of your ad campaigns more accurately in the following ways: 1. Better insight: You can measure the total conversion value generated by your campaigns' conversions. This also helps you track your campaigns' ROI by using the "Conversion value/cost" column. You can use this data to identify keywords, ad groups, and campaigns that show a high or low return on investment and manually change bids, budgets, and targeting. 2. Smarter bidding: When you set up your conversion values, you can use one of the following automated bid strategies to optimize for your performance goals: - With Target ROAS, bids are set to maximize conversion value, such as sales revenue or profit margins, while trying to achieve your target return on ad spend (ROAS). - With Maximize conversion value, bids for each auction are optimized to maximize conversion value.

Enhanced Conversions

Developed to help preserve accurate measurement through the recovery of conversions that are unobservable due to browser restrictions. It supplements your existing conversion tags by sending hashed first-party conversion data from your website to Google in a privacy-focused way. Benefits: - Recover conversions that otherwise wouldn't have been measured - Improve bidding optimization through better data - Privacy-focused, with hashing of first-party customer data

Enhanced CPC (eCPC)

Enhanced CPC (eCPC) helps you get more conversions from manual bidding. It works by automatically adjusting your manual bids for clicks that seem more or less likely to lead to a sale or conversion on your website. Unlike Target CPA, which automatically sets bids based on your target cost-per-conversion, eCPC is constrained by your max. CPC bids when optimizing for conversions. For Search and Display campaigns, eCPC helps increase conversions while trying to keep your cost-per-conversion the same as you're getting with manual bidding. For Shopping, eCPC helps increase conversions while trying to maintain your same overall spend. How does it work? The eCPC feature looks for ad auctions that are more likely to lead to conversions, then raises your maximum CPC bid — after applying any bid adjustments you've set — to compete harder for those clicks. If a click seems less likely to convert, Google Ads will lower your bid. eCPC will try to keep your average CPC below the maximum CPC you set, including bid adjustments, but it may exceed your maximum CPC for short periods. Note that eCPC is a form of Smart Bidding that uses a wide range of auction-time signals such as demographics, browser, location, and time of day to tailor bids to someone's unique context, but not to the full extent of other Smart Bidding strategies, such as Target CPA and Target ROAS.

Experiments

Experiments can be powerful tools to determine how many conversions each media type drove as a result of a marketing message — typically called incrementality or lift — and how many would have occurred anyway, which can be used to determine channel-level budgets. How does it work? There are two general categories of experiment solutions: - A/B experiments When Google runs an A/B experiment for a marketer, two different versions of an ad are released to audiences to determine which one performs better. There is no holdback group in an A/B experiment. - Incrementality experiments These experiments compare the behavior of control and treatment groups to determine the impact of a specific variable, telling us how much that variable influenced the consumer's decision to convert or not convert. For it to be considered an incrementality experiment, the control group must be a holdback, and they do not see the ad.

Four types of business objectives

Financial objective Strategic objective Marketing objective Advertising campaign objective

Measuring conversions in Google Analytics

Google Analytics 4 (GA4) can measure conversions and attribute them across all your marketing channels, including those from Google Ads. The primary way to measure a conversion in GA4 is to create or identify an event that measures the important user interaction and then mark the event as a conversion. In Universal Analytics and older versions of Google Analytics, you measure conversions by setting up goals and ecommerce transactions. In GA4, important interactions are no longer categorized as 'goals'. GA4 treats key user actions as 'events' and allows you more flexibility in setting up and tracking conversions.

Which questions to ask for business objective builder

How will you create value (profit, revenue, or volume)? What measurable change are you targeting? How long will it take?

When determining your business objectives, you should:

Identify your financial and strategic business objectives Translate your financial and strategic business objectives into marketing objectives Translate your marketing objectives into advertising-campaign objectives

Conversion columns

In Google Ads, the conversion columns report how your campaigns are doing against your set goals. You can use the reported data to begin to modify your bid strategies to ensure your ads are driving maximum results.

Profit and revenue

Increase profits 1. Increase financial gain; the difference between the amount earned and the amount spent in buying, operating, or producing something 2. Lower your costs or increase your revenue Increase revenue 1. Increase the amount the company earns (its incoming money) 2. Either increase your price or increase your volume

Volume and demand

Increase volume Increase units sold, capacity, leads, or something relevant to your business Increase demand Increase consumers' readiness to pay a price for a product

Marketing mix model (MMM) #2

Is it worth all the trouble? MMMs are the best available method for determining the amount of sales driven by each media channel. Most companies use the findings to support their strategic planning and budgeting. CMOs and other budget decision-makers look at the ROI of each media channel to determine the ones they should continue to invest in. What are its limitations? MMMs require a diligent collection of two to three years' worth of weekly data for each and every driver of sales. That includes all marketing channels but also across areas like price promotions, distribution, and product changes. External factors, like competitive actions and the economy, are considered as well. There's often a limit to how many marketing tactics can be analyzed at once.

What are KPIs?

KPI stands for key performance indicator, a quantifiable measure of performance for a specific goal or objective. For example, if your business goal is to increase sales by 10% over the next six months, the KPIs to measure progress toward that goal may include new customer acquisition, customer churn, and upselling success rate.

Price

Lower price Lower the amount paid by the consumer to purchase products Increase price Increase the amount paid by the consumer to purchase products

Business strategies

Margin, revenue, and volume represent the ways most businesses think about their financials (although reducing costs is also very important). Which one works best for you? Improve margin or profit: This is great for companies looking to reduce costs and increase revenue. There's usually a trade-off, though. For example, some investments to reduce costs may not pay out for a few years, making the company less money in the short term, even though it'll be very profitable in the long term. Typically, established companies or those with smaller profit margins, like retail companies, prioritize this. Grow revenue: Companies often grow their revenue by either increasing the total number of sales at the same price or increasing the price — that is, revenue could go up, even if total sales don't. Increase volume: Companies who wish to increase volume will either decrease prices to drive more sales or use various tactics to drive more demand. However, this might mean being less profitable in the short term.

What are metrics?

Marketing metrics are measurable values used to show how well campaigns are tracking toward key performance indicators (KPIs). 1. Metrics are data points used to measure performance across all areas of business 2. KPIs are metrics used to monitor performance towards a specific goal or objective All KPIs are metrics but not all metrics are KPIs.

Marketing objective

Marketing objectives support the business objective. Some smaller companies may not have the scale to warrant this level of specificity.

Maximize conversions bidding

Maximize conversions bidding automatically sets bids to help get the most conversions for your campaign while spending your budget. It uses advanced machine learning to automatically optimize bids and offers auction-time bidding capabilities that tailor bids for each and every auction. How does it work? Using historical information about your campaign and evaluating the contextual signals present at auction time, Maximize conversions bidding automatically finds an optimal CPC bid for your ad each time it's eligible to appear. Google Ads sets these bids to help get the most conversions for your campaign while spending your budget.

What if a marketing objective is not measurable?

Occasionally, an ideal marketing objective is not measurable. This could be because of limitations of the quantity of data available, tracking, or analytics tools. In such cases, the recommended action is to look within available metrics and identify the metric most closely linked to your desired objective or has a proven impact on your objective. Then, it would be best to use this metric as a "proxy" (also known as a proxy KPI) while looking for ways to achieve proper campaign measurement. For example, if it isn't possible to measure a campaign's impact on brand consideration, you might choose, as your proxy, the increase in searches for the brand name.

Optimization score

Optimization score is an estimate of how well your Google Ads account is set to perform. Scores run from 0-100%, with 100% meaning that your account can perform at its full potential. Along with the score, you'll see a list of recommendations that can help you optimize each campaign. Each recommendation shows how much your optimization score will be impacted (in percentages) when you apply that recommendation.

Online marketing channel

Search engines: Like Google! Display: Ads you see on websites and in apps Video: Ads like you see on YouTube Social media: Like reddit.com Email: For example, a newsletter

Smart Bidding

Smart Bidding is a set of automated bidding strategies that use machine learning to optimize for conversions or conversion value. Smart Bidding sets precise bids for every auction to help drive higher conversion volume or conversion value at a cost efficiency that is comparable to or better than existing performance goals. The following are Smart Bidding strategies: - Target CPA - Target ROAS (return on ad spend) - Maximize conversions - Enhanced CPC (eCPC) Note: it's critical to use Smart Bidding with broad match. This is because every search query is different, and bids for each query should reflect the unique contextual signals present at auction-time. Smart Bidding uses these signals to ensure that, for all of the relevant searches you could reach with broad match, you're only competing in the right auctions, at the right bid, for the right user.

Strategic objective

Strategic objectives outline how you'll achieve your financial objectives.

Target CPA bidding

Target CPA is a Google Ads Smart Bidding strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. It uses advanced machine learning to automatically optimize bids and offers auction-time bidding capabilities that tailor bids for every auction. Target CPA is available as a standard strategy in a single campaign or a portfolio strategy across multiple campaigns. How does it work? Using historical information about your campaign and evaluating the contextual signals present at auction time, Target CPA (cost-per-acquisition) bidding automatically finds an optimal CPC (cost-per-click) bid for your ad each time it's eligible to appear. Google Ads sets these bids to achieve an average CPA equal to your target across all campaigns using this strategy. Some conversions may cost more than your target, and some may cost less, but altogether Google Ads will try to keep your cost per conversion equal to the target CPA you set. These changes in CPA take place because your actual CPA depends on factors outside Google's control, like changes to your website or ads or increased competition in ad auctions. Your actual conversion rate can also be lower or higher than the predicted conversion rate. For example, if you choose a target CPA of $10, Google Ads will automatically set your CPC bids to get you as many conversions at $10 on average. To help improve your performance in every ad auction, this strategy adjusts bids using real-time signals like device, browser, location, time of day, remarketing list, and more.

Target ROAS bidding

Target ROAS lets you bid based on a target return on ad spend (ROAS). This Google Ads Smart Bidding strategy helps you get more conversion value or revenue at the target ROAS you set. Your bids are automatically optimized at auction time, allowing you to tailor bids for each auction. Target ROAS is available as a standard strategy for a single campaign or a portfolio strategy across multiple campaigns. How does it work? Google Ads predicts future conversions and associated values using your reported conversion values, which you report through conversion tracking. Then, Google Ads will set maximum CPC (max. CPC) bids to maximize your conversion value while trying to achieve an average ROAS equal to your target. Some conversions may return a higher ROAS, and some may return a lower ROAS, but altogether Google Ads will try to keep your conversion value per cost equal to the target ROAS you set. For example, if you set a target ROAS of 500%, Google Ads will automatically adjust your bids to try to maximize your conversion value while reaching this target ROAS. To help improve your performance in the ad auction, this strategy adjusts bids using real-time signals like device, browser, location, time of day, etc. It also automatically adjusts bids based on whether someone is on one of your remarketing lists. Google Ads will recommend a target ROAS value after you've set up a new bid strategy in the Shared library and chosen which campaigns to apply it to. This recommendation is calculated based on your actual ROAS over the last few weeks. It will exclude performance from the last few days to account for conversions that may take more than a day to complete following an ad click. You can choose whether to use this recommended target ROAS value or to set your own.

Offline (traditional) marketing channel

Television: Can be regional or national Radio: Includes podcasts as well Outdoor advertising: Like on the side of a bus or a billboard Print media: Magazines, newspapers, etc.

Google Ads - Recommendations

The Recommendations page looks at your account's performance history, your campaign settings, and trends across Google to automatically generate recommendations that could improve your performance. Recommendations evolve over time to align with the most up-to-date Google Ads best practices, increasing the overall performance and efficiency of your campaigns. You can have recommendations applied automatically or manually select/dismiss any suggestions. Auto-applying recommendations won't increase your budget, so continue to review the "Recommendations" page to ensure your budget isn't limiting your performance. This feature can be turned on or off at any time by updating your auto-apply settings. If you apply a recommendation in error, you can undo it in your account's Change history page.

Customer lifetime value (CLV)

The challenge with most ROI calculations is that they look at the value of channels in the short-term. A typical timeframe for ROI calculation is anywhere from several weeks to one year. A short-term view of ROI can be misleading. How does it work? - Imagine there are two shoppers using a baby apparel website. The first is a one-time visitor who buys a $500 gift for a baby shower. The second is a new mom who spends $100 each month on purchases for her baby. If you just looked at revenue, the first customer would seem worth more. But if you consider these people in terms of customer lifetime value (CLV), the relationship with the new mom could be worth more over time. By looking at the lifetime value of customers that a brand acquired through various channels, it is possible to extend the horizon of the channel performance evaluation and have a more accurate view of performance. Anything else? - You should not change your creative and branding until you know you're reaching the right customers — those with the highest value for your brand. To do this, you need to truly understand who your audience is and the best way of interacting with them. Today, it's the brands that can drive CLV for the right customers that will see long-term success.

Advertising campaign objective

This refers to the goals for each channel that are necessary for meeting your marketing objectives (for example, the goal of a YouTube campaign). Campaign metrics: These are the individual metrics you use to measure the success of your media objectives.

Which marketing return on investment (ROI) target

When deciding which marketing return on investment (ROI) target to aim for, a higher ROI may not always be the best choice. To achieve your growth targets, you may choose to invest profit margin into faster user growth. For example, if a $2 ROI offers twice the user growth as a $3 ROI, marketers may choose $2 as a target, although this is the second-best option for profitability. Sometimes the right target is the one that keeps your company in business.

Two ways to increase your profits

lower costs or increase revenue.

How to craft a great objective

make sure that it's measurable and includes a clear timeframe. Once you've established your business goal — a broad, top-level goal for your company - you will: 1. Identify your financial and strategic business objectives. 2. Translate your financial and strategic business objectives into marketing objectives. 3. Translate your marketing objectives into advertising-campaign objectives.