{"id":6968,"date":"2022-11-18T12:57:19","date_gmt":"2022-11-18T12:57:19","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/11\/18\/googles-formula-for-navigating-economic-uncertainty-involves-doubling-down\/"},"modified":"2022-11-18T12:57:19","modified_gmt":"2022-11-18T12:57:19","slug":"googles-formula-for-navigating-economic-uncertainty-involves-doubling-down","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/11\/18\/googles-formula-for-navigating-economic-uncertainty-involves-doubling-down\/","title":{"rendered":"Google\u2019s formula for navigating economic uncertainty involves \u201cdoubling down\u201d"},"content":{"rendered":"<p>Google\u2019s formula for success requires a balance of doubling down on what\u2019s working, and \u201cplacing calculated bets to unlock future growth.\u201d The formula comes directly from Google\u2019s best practices playbook.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/11\/18\/googles-formula-for-navigating-economic-uncertainty-involves-doubling-down\/#1_Directly_connect_your_marketing_goals_to_real_business_outcomes\" >1. Directly connect your marketing goals to real business outcomes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/11\/18\/googles-formula-for-navigating-economic-uncertainty-involves-doubling-down\/#2_Lay_the_measurement_foundation_that_enables_better_performance\" >2. Lay the measurement foundation that enables better performance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/11\/18\/googles-formula-for-navigating-economic-uncertainty-involves-doubling-down\/#3_Capture_existing_demand_now_and_generate_new_demand_for_the_future\" >3. Capture existing demand now and generate new demand for the future<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/11\/18\/googles-formula-for-navigating-economic-uncertainty-involves-doubling-down\/#4_Evaluate_and_expand_whats_working\" >4. Evaluate and expand what\u2019s working<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Directly_connect_your_marketing_goals_to_real_business_outcomes\"><\/span>1. Directly connect your marketing goals to real business outcomes<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To maximize ROI, start with\u00a0defining the value of different conversions\u00a0based on what they\u2019re really worth to your business. Setting the right goals helps you point Google Ads to place the right bids so you can get the most out of your campaign budgets.<\/p>\n<p>Revisit your success metrics regularly to identify the most important conversions and drive the best performance possible.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Lay_the_measurement_foundation_that_enables_better_performance\"><\/span>2. Lay the measurement foundation that enables better performance<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google recommends three steps to unlock more accurate, privacy-centric measurements as third-party cookies and other identifiers are phased out:<\/p>\n<p><strong>Measure impact while preserving user trust:\u00a0<\/strong>Set up sitewide tagging with the\u00a0Google tag, and supplement it with\u00a0enhanced conversions\u00a0to collect consented, user-provided data. Rely on\u00a0conversion modeling\u00a0to learn from your first-party data and fill in conversion gaps when observable data isn\u2019t available.<strong>Understand what\u2019s driving performance:\u00a0<\/strong>Make better bidding decisions across channels by switching to\u00a0data-driven attribution so you can assign conversion credit to multiple touchpoints that are the most incremental.<strong>Get more actionable insights:<\/strong>\u00a0Make sure you upgrade to\u00a0Google Analytics 4. <\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_Capture_existing_demand_now_and_generate_new_demand_for_the_future\"><\/span>3. Capture existing demand now and generate new demand for the future<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To help fully optimize your Search campaigns, combine\u00a0broad match keywords\u00a0with Smart Bidding and responsive search ads. This helps you unlock incremental sources of conversions and ROI. Then, go beyond Search using\u00a0Performance Max campaigns\u00a0to multiply conversions across Google\u2019s full range of advertising channels and inventory.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Evaluate_and_expand_whats_working\"><\/span>4. Evaluate and expand what\u2019s working<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Watch your\u00a0optimization score\u00a0and\u00a0recommendations\u00a0to identify ways to improve performance, and\u00a0automatically apply\u00a0the recommendations that matter most to your bottom line. Finally, check the\u00a0Insights page\u00a0frequently to discover performance and consumer trends that are uniquely customized to your business.\u00a0<\/p>\n<p><strong>Dig deeper. <\/strong>You can read the entire playbook <a href=\"https:\/\/services.google.com\/fh\/files\/misc\/2022_economic_uncertainty_ads_playbook_en-us_oct24.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>. <\/p>\n<p><strong>Why we care. <\/strong>Though there are some good tips here, make sure you are making the best decisions possible for your own business. Don\u2019t always auto-apply recommendations without reviewing them, and use broad match and smart bidding where necessary.<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/googles-formula-for-navigating-economic-uncertainty-involves-doubling-down-389681\" target=\"_blank\" rel=\"noopener\">Google\u2019s formula for navigating economic uncertainty involves \u201cdoubling down\u201d<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Google\u2019s formula for success requires a balance of doubling down on what\u2019s working, and \u201cplacing calculated bets to unlock future growth.\u201d The formula comes directly from Google\u2019s best practices playbook. 1. Directly connect your marketing goals to real business outcomes To maximize ROI, start with\u00a0defining the value of different conversions\u00a0based on what they\u2019re really worth to your business. Setting the right goals helps you point Google Ads to place the right bids so you can get the most out of your campaign budgets. Revisit your success [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-6968","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6968","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=6968"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6968\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=6968"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=6968"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=6968"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}