Consider data-driven attribution

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When budgets are slimmer, this allows us to push money where the return is best for the client and optimize toward different ROAS targets based on the products’ profit margins. 5. Lean in on automation This may sound contradictory, but go ahead and adopt automation. Sure, we as marketers want to control what we can when we can, but automation is here to stay and will only become more prevalent. Adopt automation and learn how to make it work for you so that when Google inevitably forces it upon us entirely, you’re already ahead of the curve. If you still need to start using bid strategies, do it.

A big perk I’ve observed is that in every test I have ever run, automated bid DB to Data consistently outperform Enhanced CPC (which will be sunset from Shopping campaigns later this year). Give Performance Max a try, especially if your audience strategy focuses on new customers. On average, we drive 50% more new customers with Performance than traditional Shopping campaigns. 6. If you haven’t, it’s time to look into data-driven attribution (DDA). Switching attribution settings is a big, scary change, like quitting your job as an ads manager to become a stand-up comic. But like automation and Google’s propensity to force changes, it is a matter of time before Google moves solely to this or something similar, as seen with them discontinuing first-click, linear, time decay and position-based attribution models.



DDA will be particularly helpful for high-consideration purchases where users may spend more time shopping around. It will give advertisers a better understanding of the impact of more of their top-of-funnel initiatives. 7. Get specific with your creative Success is more than how you set up your campaigns and targeting. Creative can play an important role, and moving to more consolidated campaigns can make this a bit more challenging to figure out. Creative ideally should be as specific as possible. Although, getting super-tailored ad copy and images has proven more difficult in recent years.