Scaling Success: Key Strategies from the ClickTech Growth Guide

Scaling search campaigns effectively remains a critical yet challenging endeavour for many advertisers. 

Below is a concise breakdown of each strategy to help advertisers scale their campaigns efficiently.

Resolve: Removing Barriers to Growth

The first step in scaling your campaigns is identifying and resolving any obstacles that might hinder your ads from performing well or scaling effectively. Key actions include:

• Removing Ad Delivery Limitations: Ensure that no technical issues or misconfigurations are restricting your ad’s visibility. This includes optimising ad features and settings to build a robust foundation for growth.

• Implementing Effective Tracking: Accurate and comprehensive conversion tracking is crucial. It enables advertisers to measure the direct impact of ads on business performance and feeds valuable data back to the algorithms that manage bidding and ad placement.

• Adopting Smart Bid Strategies: Transition from manual bidding to automated, AI-driven bid strategies. These strategies utilise advanced machine learning algorithms to optimise bids based on real-time data, ensuring that your campaigns are competitive and cost-effective.

Replenish: Enhancing Campaign Capabilities

Once the fundamental issues are resolved, the next step is to enrich and expand your campaigns with new features and targeting:

• Broadening Campaign Horizons: Integrate innovative features such as Performance Max or Multimedia Ads to diversify your advertising efforts across different formats and platforms.

• Expanding Keywords and Audiences: Go beyond branded keywords to include generic and problem-solving keywords that capture a wider audience at different customer journey stages. Additionally, employing Dynamic Search Ads can help advertisers cover a broader range of relevant search queries based on their website content.

• Utilising Multiple Platforms: Leverage multiple search engines and digital advertising platforms to maximise your reach and capture diverse audience segments. This approach helps in gathering richer insights and achieving incremental reach across your audience.

Review: Analysing and Refining Campaigns

• Analysing Campaign Performance: Set clear, measurable key performance indicators (KPIs) and use appropriate attribution models to understand how different touchpoints contribute to conversions. This helps identify what works throughout the user journey and what doesn’t, allowing for more targeted optimisations.

• Testing and Adjusting: Continuously test new strategies and make data-driven adjustments to your campaigns. This iterative process helps fine-tune your approach and discover the most effective ways to engage with your target audience.

Scaling search campaigns is not just about increasing budgets; it’s about smarter, more strategic campaign management. This guide, as well as other resources provided by the ClickTech Partner Program, equips advertisers with the tools and knowledge needed to navigate the complexities of digital advertising, ensuring that they are not only keeping pace with the industry but are also set to thrive in a competitive environment.

Members of the ClickTech Partner Program can download the full ClickTech Growth Guide from the partner portal. Not a member of the ClickTech Partner Program? No problem! Email us to find out more, and grab your free copy of the guide.