G oogle Ad s/Mic rosof t Ad s acc oun ts Why: T rain the alg ori thm towa rd s gene ra ting high - quali ty and high val ue c on ve rsi on s #PPCLive U se yo ur fi rst-pa rty da ta (1PD )
D ouble -check an y cam paign defa ul ts ahead of making cam paign s li ve Why: Defa ul t se tting s a re a quick pa th to sub -pa r cam paign pe rf ormance #PPCLive
cam paign wi th out nega ti ve s, righ t? Con side r nega ti ve ke ywo rd s and b rand e xcl usion s What: E xcl ude i rrele van t and l ow- quali ty te rm s f rom the ge t- g o #PPCLive
usion s What: Tame uni ve rsal ad se rving wi th a udience signal s and sea rch theme s Why: Tell the pla tf orm s upf ron t wh o you wan t to ta rge t, sa ving leng th y lea rning pe ri od s and g uiding the machine-lea rning m odel #PPCLive
Red uce wa stage and im prove b udge t efficiencie s wi th placemen t e xcl usi on s Why: N ot all placemen ts a re c rea ted e qual when i t c ome s to Pe rf ormance Ma x. O ptimi se towa rd s high- quali ty, rele van t traffic and c on ve rsi on s #PPCLive
xcl usi on s f or i rrele van t URL s to stop PMAX d ri ving traffic to the wrong place s Why: I t’s unlikel y tha t all URL s on your web si te will be h ype r-rele van t to your a udience and c on ve rsi on - d ri ving #PPCLive
towards generating high-quality, relevant conversions Consider using negative keywords and brand exclusion lists to keep your ads highly relevant and tailored to your audience Exclude sub-par placements to keep ad performance strong and to prevent appearances on brand unsafe content and topics Check (and tweak) your default settings to encourage strong performance from the get-go Leverage audience signals and search themes to reduce learning periods Review your URLs to drive high- quality traffic and conversions #PPCLive