Use automation layering to monitor and control holiday PPC campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 20, 2019, 6:26 AM UTC

Examine the impact of external factors on PPC performance through “impression share” related metrics.

This article states that since some retailers have started their Black Friday sales earlier than usual this year, brands should leverage automation layering to “supercharge” their holiday PPC campaigns. The author recommends using “impression share” related metrics to monitor if a competitor uses certain keywords more aggressively beforehand.

Given the volatility in PPC during the holiday season, marketers should concentrate on their PPC spending by setting budget alerts. To understand consumers’ demands, they should generate reports comparing week-over-week costs for queries and keywords.

They must look for the biggest gainers and check whether increase in costs translate into equivalent gains in sales. While using Smart Bidding, brands should set alerts that prompt when a keyword in an automatically-managed campaign exceeds a pre-set cost per click threshold.

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