What are some high-level recommended campaign bidding strategies?

Start new campaigns with a manual bidding strategy until the algorithm has enough data to switch to automatic. Then, see how high you can push the algorithm to automatically raise its goal (i.e. target CPC of $X could be the goal). You must have conversion tracking set up correctly before running any campaigns or else you will be feeding the wrong data into the machine learning algorithms, which will obstruct its ability to get results. You can check this by going to the Conversions report and checking the “Include in Conversions?” column and making sure that only the appropriate conversion actions are included.

What to Expect With Competitor Campaigns

What to expect with Competitor Campaigns - You might decide to target the clients’ competitors.

When do you update the ad copy?

After 100 clicks, we compare the performances of two ads. We build a new ad to compete against the winning one for another 100 clicks.

I Googled a keyphrase for my campaign but I don’t see my ad—why?

Some potential reasons are you are in a competitive industry, you have other key phrases that have proven to convert, there's low search volume, and where you are searching (Google) from.

How often do we meet to review the campaigns?

You will receive a full report each month on your campaigns’ performance.