Campaign Strategy and Performance — The Two Dimensions
Adwords management services from Redefine Web address both the strategic dimension of PPC management — the high-level decisions about what to optimise toward, how to structure campaigns, and how to allocate budget across campaign types — and the performance dimension — the tactical, week-by-week optimisation activities that drive cost per acquisition improvement within the strategic framework. Improving campaign strategy and performance simultaneously is the approach that produces the most significant and most durable improvements — strategic improvements that change the account's direction, and performance improvements that extract maximum value from the new direction.
Improving Campaign Strategy
The campaign strategy improvements that Redefine Web's management services provide begin with the conversion measurement strategy — moving from form fill optimisation to CRM-verified closed deal optimisation through the Enhanced Conversions setup and the CRM offline conversion feed from HubSpot, Salesforce, or Pipedrive. This measurement strategy improvement is the foundation on which all subsequent strategy improvements build. The campaign structure strategy that follows ensures that campaigns are organised for both targeting precision and Smart Bidding efficiency. The audience strategy that uses first-party CRM data for Customer Match and Performance Max audience signals. And the bid strategy that trains Smart Bidding on the revenue conversion signal with the target values that reflect the account's actual performance data.
Improving Search Campaign Performance
Search campaign performance improvement is driven by the combination of the improved measurement signal — Smart Bidding trained on CRM-verified closed deals rather than form fills — and the tactical optimisation disciplines that Redefine Web's media buyers apply week over week. Search term analysis and negative keyword management that eliminate budget waste on low-quality traffic. Keyword performance analysis against CRM conversion data that identifies the segments producing closed deals at the most efficient cost per acquisition. Ad testing that improves click-through rates and quality scores progressively. And landing page performance analysis that identifies the post-click conversion improvements that would multiply the value of improved traffic quality.
Improving Performance Max Performance
Performance Max performance improvement is achieved through the structured inputs — audience signals, creative assets, and conversion goals — that direct the machine learning toward revenue-producing user profiles and ad serving decisions. The improvement process for Performance Max is less about incremental tactical adjustments and more about the quality and completeness of the inputs — ensuring that the machine learning system has the CRM audience data, the creative breadth, and the revenue conversion signal that allow it to serve ads to the users most likely to become closed deals.
Improving YouTube and Discovery Performance
YouTube and Discovery campaign performance improvement focuses on the audience strategy — the remarketing audiences, Customer Match lists, and affinity segments that determine who sees the video and discovery ads — and the creative quality that determines whether that audience engages with the ads when they see them. The CRM integration that powers search campaign optimisation also informs YouTube and Discovery audience management — allowing the first-party customer data to improve the targeting precision of these upper-funnel campaign types.
Improving Reporting and Strategic Visibility
Reporting improvement — moving from platform metric reporting to business-level cost per closed deal and revenue attribution reporting — improves the strategic visibility that allows the management decisions of both the media buyer and the client's management team to be informed by the business outcomes that matter. This reporting improvement is as much a strategic improvement as a tactical one — it changes the questions that get asked in performance reviews and the decisions that get made about budget allocation and campaign investment.
Improve Your Strategy and Performance With Redefine Web
Redefine Web's AdWords management services improve both the strategic foundation and the tactical performance of paid search campaigns — simultaneously and sustainably. Contact the team to begin the strategy and performance improvement engagement your account needs.