Ad Spend: Search campaigns may fall victim to the “digital cliff” phenomena as seen in telecommunications and economics. As a rule of thumb, a search campaign should be purchasing at least 15 to 20 clicks daily.
Geo Targeting: Controls the relationship(s) between search query and ad serving locations.
Bidding: Influences when a campaign participates in an ad auction, rank at ad auction, and which search engine result pages the ads appear on.
Campaign Serving Schedule: We set most b2c search campaigns to serve 24x7x365. We later use this baseline data to optimize the serving schedule.
Ad Rotation: For faster optimization, we launch most new search campaigns with 2 extended text ads (ETAs) rotating evenly. Later we phase in responsive search ads (RSAs).