Futureproof your Paid Search
summary
Claim: merge broad match modified into phrase forces embracing pure broad and automation; tested fixes: consolidate campaigns by KPI, put all match types in one theme ad group, layer first‑party audiences, and migrate to performance max and enhanced conversions. Numbers: historical guidance of ~15 conversions/30 days, many searches are unique (~50%), and an example change (raise target CPA but lower max CPC) saves ~£600 for ~89 fewer conversions. Tactics: switch ETAs to RSAs, use seasonality adjustments, add micro conversions to seed learning.
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chapters (12)
- 0:00Futureproofing paid search
- 1:262022 trends overview
- 3:13Keyword match type changes
- 7:48Expanded to responsive ads
- 9:10Image extensions impact
- 9:54Automation and bidding updates
- 13:45Performance Max intro
- 16:53Privacy and first-party data
- 20:22Enhanced conversions explained
- 22:51PPC account structuring
- 31:58Summary and takeaways
- 32:19Q&A
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