You’ll need to stay on top of your CPC and increase bids to maximize impressions when needed and stay away from impression share bidding (even though this can give you a lot of impressions it comes at the cost of a very high CPC).
Once you have your keywords and bids set up and chinese overseas australia data everything is live, check for Observation audiences and Ad Extensions. Google has around 700 audiences available but they are not added automatically so you’ll have to do that yourself (Google Ads Editor is the easiest way of doing it).
Lock down your search terms to be a true SKAG (more on this in part 2).
Now that you have true SKAGs set up for specific search terms, you have full control of bids and the performance of your search term.
With SIAGs, keywords are grouped by intent and so different keywords can be combined into the same ad groups. Essentially, Google is attempting to guess what the intent is behind the search terms being used. With SIAGs, it’s important that your ad copy speaks to the intent (this may not even include the keyword).
Let’s take the example of someone searching for a plumber; they may use keywords that indicate they are looking for someone local. Now, all the keywords related to this intent would be grouped together. You have someone else searching for a plumber who is affordable; the keywords related to affordability go into a different intent group. You may have another one for certification, etc. The ad that they see therefore depends on the search intent rather than the actual keywords they are using.
You should only split campaigns where different budgets, KPIs or targeting is required for underlying ad groups. Try not to break them up unless really necessary (even different languages can usually go into the same campaigns).
Create ad groups by grouping keywords by searchers intent (this is usually the most time-consuming part).
Add 2 RSAs.
Add Observation audiences and Ad extensions.