Google Tips: optimizing advertising diseases with Power Pair

The dynamics of the path to purchasing products or services are undergoing significant changes, as the modern consumer typically consults more than five different information sources before making a final decision. In their search process, a potential buyer may watch videos on YouTube, visit thematic websites, and use search engines. Therefore, businesses and marketers must be present at each of these customer interaction stages to effectively reach their target audience.

In adapting to these changes, Google recommends using an approach known as “Power Pair”. This framework is based on the synergy between working with search companies that use broad match types and automated bidding, as well as with companies categorized under Performance Max (companies with maximum efficiency).

Advantages of “Power Pair” for advertisers include:

• Coverage of a large number of search queries: Search companies with broad match types can cover a wide range of queries, including new ones that make up 15% of daily. This provides access to new potential clients who were previously not covered.
• Maximum utilization of Google Ads inventory: Companies with maximum efficiency cover the entire available Google Ads inventory, including ad displays in the search network, on YouTube, in the Display network, in Discover, in Gmail, and on Maps. This ensures maximum visibility of your brand or product to a wide audience.
• Implementing “Power Pair” in your marketing strategy not only increases the reach of your potential audience but also increases the number of conversions.

The general use of broad match types and companies with maximum efficiency significantly enhances the effectiveness of advertising campaigns at the crucial moment when it’s necessary to show your ad to the target audience. The main advantages of this approach lie in the use of the latest technologies and signals to optimize advertising campaigns.

Updates in broad match type

In 2021, broad match type underwent significant changes, allowing for the consideration of additional signals when determining bids and choosing ads to display. Among these signals are:

• User location: Taking into account the geolocation of the user allows for displaying ads to those in the relevant location.
• Previous search queries: Analyzing the user’s search history enhances the relevance of ads.
• Predicted performance: Using smart bidding based on the probability of conversion in real-time.
• Keywords in the ad group: Allows the system to better understand the context of the ad group and increase relevance.
• Analysis of the target page: The content of the target page plays a key role in determining the relevance of the ad.

Automated bid assignment

This technology enables the automatic determination of the optimal bid for each specific auction, based on the search query. This allows marketers to flexibly manage their budget, considering the needs of a particular auction, thus ensuring maximum efficiency of advertising expenses.

Applying such methods in your marketing strategy can significantly enhance the effectiveness of advertising campaigns, providing higher ad relevance to potential buyers and, as a result, increasing conversions.

The product in question addresses the key needs of marketers and business owners in the context of optimizing advertising campaigns and increasing their efficiency. The use of broad match types in search advertising campaigns significantly expands the reach of the potential audience and increases the number of conversions. Let’s consider the main aspects and advantages provided by this approach.

Increasing reach and conversions

Switching to a broad match type provides an average of 25 to 35% additional conversions compared to narrower match types. This is possible due to covering a larger number of search queries not covered by phrase or exact match types.

Key features for increasing reach

• Use of proprietary data: The ability to use phone numbers and email addresses of users as signals for the system allows for more accurate targeting of the audience and optimization of creatives.
• Search themes as signals: Adding additional context through search themes helps the system better understand how potential clients might search for your product or service.
• Use of Google audiences: Integrating audiences by interests, demographic data, and other segments allows for creating more relevant advertising campaigns by combining different audiences.

These strategies not only increase the reach of potential clients, but also significantly enhance the efficiency of advertising campaigns, providing more accurate and relevant targeting.

This article aims to provide marketers with information and tips to effectively use Google Ads, allowing them to maximize the ROI of their advertising campaigns.

If you have additional questions about Power Pair, you can contact us at UAMASTER digital agency.