Learnings from attending the Webcertain International Search Summit 2022

Understanding how valuable different users are based on lifetime performance is important for using the following bidding strategy. During the presentation it was explained that an average regular customer of Starbucks consumes about 13,000 euros worth of coffee in his entire life. The first purchase yields about 4 euros, but more will follow because of this first purchase. This principle can be applied in Google Ads. By linking customer information to Google Ads, Google gains insights into the total value per conversion. This allows the smart bidding strategy to focus on customer lifetime value.

Another big takeaway from the Search Summit in Barcelona was the presentation about all the possibilities of Performance Max campaigns. A type of campaign which is relatively new.

Google promotes this campaign format because of the many possibilities of placings and formats in different networks of Google. A lot of practical tips, do’s and don’ts were given during the talk. For example, one of the tips was: excluding the brand name from the campaign.

However, the performance insights we can gain from the campaign in Google Ads itself are relatively limited. Therefore, a very useful learning was to use analytics tools (such as Google Analytics 4), besides Google Ads itself, to get extra insights into the Performance Max campaign. This allows you to gain insight into new versus returning visitors, the bounce rate, time on site and which pages the visitor has viewed.

These insights help you to optimise the campaign in a better and more precise way. It is very useful to gain insights from as many platforms as possible to take the performance to another level.