Due to COVID-19, companies are adjusting to having reduced workforces and less marketing budgets than normal. Utilizing a tool like Search Ads 360 (SA360) can help marketers not only spend less time on projects due to automation but also increase efficiency and revenue. Here are four SA360 features to use during this unprecedented and unpredictable time.
#1 Search Assets Monitoring
Combine SA360 rules with custom formula columns to label campaigns and ad groups. This can help you identify assets that are most affected by current world events (positively or negatively). This could be in terms of click-through rate (CTR), conversion rate (CVR), impression share (IS), etc. Create executive reports to monitor these items, share the results with shareholders and help formulate a plan for what to do next.
#2 Data-Driven Attribution
With many end clients having to make budget cuts across the entirety of their marketing stack, upper-funnel tactics are often the first to see spend reductions. Most of these decisions are based on last-click attribution models that don’t give appropriate conversion credit to the touchpoints leading up to the final conversion.
To help prove how upper-funnel tactics contribute to lower-funnel conversions, utilize custom data-driven attribution models (DDA). The DDA model analyzes data from your campaigns to find interaction patterns. It then distributes conversion credit to reflect the patterns it finds. This can help advertisers avoid budget cuts and even secure incremental budgets in certain cases.
#3 SA360 Automated Bidding
Company downsizing is an unfortunate reality right now. With smaller teams comes less time for bid and budget optimizations. When managing large and complex portfolios, let SA360 do the heavy lifting, using traditional bid strategies and/or budget bid strategies (BBS).
SA360 traditional bid strategies optimize your advertising spend across supported search engine accounts within an advertiser. These bid strategies monitor keyword and product group performance and adjust bids to achieve the highest number of conversions, the greatest amount of revenue, the highest average position, or the best overall impression share.
Budget bid strategies set and manage the budgets for campaign groups and automatically adjust them to meet a future spend total that you set.
#4 Dynamic Ad Creation with Business Data+Ad Builders
Did you know SA360 has a built-in ad copy creation tool that doesn’t require Excel to create ads in bulk? Ad builders simplify the creation and modification of ad copy across multiple ad groups. With only a few clicks, you can create thousands of ads and ensure their freshness.
Business data uses uploaded information to provide insights and automate campaign management. Combine these two tools to create ad copy dynamically, using ad text that is relevant to your business.
Interested in learning more about how to get the most out of your SA360 investment? Check out our guide, “An Adswerve Overview: Search Ads 360” for additional details, tips and tricks. If you have specific questions, please feel free to contact us; we’re here to help you every step of the way!