New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Brands should have a reliable tracking system for analysing ROI to avoid over-budgeting.

This piece argues businesses should reallocate their budgets to the areas of the paid search that drive better results. Distributing funds focused on particular keywords, ad groups or campaigns can help marketers turn off unproductive ad networks.

Brands should assign a specific test budget to experiment with the new and untested areas of paid searches such as video/display advertising among others. But marketers should be flexible with their budgets to give the allowance for seasonal variation in search volumes.

Businesses can also use Google Ads’ shared budgets for dynamic allocation of funds across multiple campaigns with similar objectives if the overall daily budget allowance is insufficient. For better allocation of budgets between different products, marketers should approach from an ROI point of view.

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[12 minute read]

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