Best Practices for Google Campaign Management

Managing your Google Campaign Management requires ongoing monitoring, optimization, and analysis. Often, misalignment between your goals (like driving sales) and targeting (like users researching shoes) leads to poor performance. Using best practices can help ensure your campaign’s ROI by maximizing conversion rates and decreasing costs.

Digital marketing maturity is defined as “an integrated technology stack with the ability to track, traffick and measure data across multiple channels.” Google’s Campaign Manager (formerly DoubleClick Campaign Manager) is a full-scale ad management tool that includes tools for building and tracking campaigns at scale, as well as analyzing and optimizing in real-time. With its recent launch of Google Attribution, the platform now offers an attribution model for assigning credit to conversions and other key metrics for cross-channel measurement.

Navigating Google: Expert Google Campaign Management Tips

The platform’s streamlined workflow between Campaign Manager and Display and Video 360—Google’s enterprise DSP—also saves time for marketers by eliminating the need to manually transfer tags between platforms. This integration also makes it easy to share ad groups, creatives and floodlights between both tools with the click of a button.

Ad groups are the smallest units that contain ads, keywords, and bids to manage the placement of your ads on the Google Search Network, GDN and YouTube network. Typically, large advertisers create several ad groups to organize their ads by products or services they offer. The ad groups may share the same budget and targeting settings or they can use different ones to target specific geographic locations or ad formats.