HOW TO WIN IN THE MODERN-DAY SEARCH ERA

Summary from the TLDR Marketing newsletter

Modern search campaigns rely on simplification and automation. They're built on 4 pillars: consolidation, Broad Match, Smart Bidding, and strong creatives. Consolidating campaigns improves Smart Bidding by providing more data. In one case study, merging 19 campaigns into 4 led to a 253% increase in conversions and a 60% drop in CPA. Broad Match now performs well when paired with Smart Bidding, but it requires precise targets to prevent wasted spend.