5 tips to make the most of your SEA campaign

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Last updated: 22.04.2024

The 'new consumer', the disappearance of third-party cookies and the emergence of PMax campaigns: there are again many developments in the field of Search. Our SEA specialist Michelle lists the most important developments and gives you five tips to make the most of your SEA campaigns in 2022.

Tip 1: respond to the 'new consumer'

Since the pandemic, the lines between work and private life have become increasingly blurred, giving rise to the so-called 'new consumer'. This has made the customer journeys a lot more complex. More touchpoints, a different ratio in the use of devices and longer use. This new consumer can hardly be compared with those from before the pandemic.How do you deal with this? Analyze! By continuously analyzing your own data, you ensure that you continue to respond in the right way to the target group most relevant to you. And that you reach the right people and thus achieve the desired results.,

Tip 2: Feed Google's Algorithm Properly

Make sure you know how to properly feed Google's algorithm to stay distinctive and teach it what it needs to do to get good results. Deliver feeds and ad components well and add your own first party data. Optimize your business data, feeds and ad items. And don't be blind to the suggestions that are given, but test yourself what works and what doesn't.

Tip 3: avoid the consequences of the disappearance of the third-party cookies

Almost every marketer now knows that third-party cookies will completely disappear from Google next year. This and more changes make it more and more difficult to clearly understand the value of SEA campaigns.

Fortunately, a lot of data is still available. Your own first party data, for example, including order data, customer data, location data, payment data and discount code data. Try to circumvent the consequences of the disappearance of the third-party cookies and make sure you analyze the data that is available properly. Because you can also achieve amazing results with this.


Tip 4: focus more on profit instead of turnover

ROAS is a widely used bidding strategy within Google Ads campaigns and also a popular KPI. With ROAS you measure efficiency, even though it is often seen as a metric that indicates profit. In the coming years, a platform such as Google Ads will increasingly shift towards providing input and obtaining output. So if you aim for KPIs that directly generate added value for your company, you will get more profit in the long run than companies that don't. And then you can make your KPIs even sharper: from profit to gross margin, to contribution margin to net margin. Ultimately, you could go so far as to calculate your CLV.

Tip 5: set up your PMax
campaigns optimally

here are now no fewer than 9 campaign types, something Google would like to simplify. That is why the Smart Shopping or local campaigns that are currently being used will automatically be converted to Performance Max campaign in the coming months, a campaign type that makes you visible on various Google channels.

Since PMax has many similarities with Smart Shopping, the changes will not be as exciting as it seems. If you do not supply any assets yourself (such as videos, texts and images), the PMax campaign will act as a Shopping campaign. An additional advantage compared to Smart Shopping campaigns is the extra insight. Think of the performance of certain target groups.

If you do provide assets, you will also be visible on all other Google channels such as Discover, Gmail, YouTube, Search and Maps. Provided your current campaigns have sufficient budget and generate a higher Ad Rank, they will never be cannibalized. For an optimal result, it is therefore wise to set up your PMax campaigns as completely as possible. But, here too, testing is the key!

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