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The impact of automation-driven performance max campaign, smart bidding strattegis and tenscore third-party marketing automation tool on conversion, Roas and other KPIs in Google ADS PPC management
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Orientador(es)
Resumo(s)
Google ads PPC advertising is constantly evolving and becoming more dynamic by incorporating new
tools to automatize marketing campaigns. Staying current with the latest trends can be challenging as
all digital marketing channels are introducing new technological trends to help PPC advertisers meet
their campaign goals. This study explores how a new automated campaign impacts key performance
indicators, especially the ROAS and the number of conversions for e-commerce advertising on Google
ads. The study found that the performance max campaign has a more positive impact on getting a
greater number of conversions than the standard shopping campaign. Regarding the impact on ROAS,
this study concludes that automated bidding strategy (target ROAS) is a key factor that influences the
ROAS of a campaign and not the type of campaign involved. The study proposes further technological
development for upgrading Google Ads standard shopping campaigns such that PPC managers can use
smart bidding strategies on standard shopping campaigns during the campaign setup without waiting
to get certain conversions before switching from manual to automated bidding strategies. The study
also found that Tenscore, as a third-party MA, helps reduce the time involved in restructuring keywords
and ad groups in search campaigns.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Google Ads PPC Marketing Automation Performance Max campaign ROAS Conversions Smart bidding strategy Shopping campaign Third-Party Marketing Automation SDG 4 - Quality education SDG 9 - Industry, innovation and infrastructure