We don’t have a crystal ball…
Google hasn’t explained the change in detail, stating only that it was decided in the interests of privacy. “When managing campaigns, we can no longer rely on the option to exclude irrelevant queries,” says our PPC specialist Ivana Špačková. “We don’t yet know exactly what Google means by ‘sufficient volume of impressions’, and we’re gradually gathering experience so that we can estimate it,” she adds.
The website seerinteractive.com has also revealed other figures that PPC specialists must take into account when working on campaigns:
- For every $100 invested in campaigns, we now see data for only $71 (previously it was $98.7)
- For every 100 clicks generated by paid advertising, we see data for 77 of them (previously it was 98.3 clicks).
… but we can find smart solutions for you
For the smaller and medium-sized campaigns we manage at AITOM, we are not yet able to quantify the data with this level of precision. We continue to gather valuable experience and refine our approaches to ensure we invest our clients’ marketing budgets as effectively as possible and optimise their campaigns.
In addition to changes in campaign settings, we’re approaching clients with a recommendation that, whilst not new, has certainly come to the fore in this context: it pays off even more than before to get to know your customers well and create relevant content that brings them to your website.
At AITOM, we’re happy to help you with your content strategy and its implementation, bringing the customers you want to your website.