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A healthy return on investment is within reach. Here are a few tips to get you started:
- Make sure you have enough data. Before you can measure your success, you need to have enough conversions and clicks. To do this, try working backward from your ROI elements or goals, as defined during setup phase. Then, to gauge the right amount, use a 95 percent level of confidence and +/- 10 percent precision, or a total of 96 clicks. If volume is a concern, initially you may need to optimize at the order level.
- Develop stated and measurable content goals. Whether your goals are reach, ROI or a combination of the two, you need to make sure they are defined and measurable from the start. This will help you gauge the success of your campaigns, orders and terms to optimize them accordingly.
- Measure the success of the pilot on a consistent basis. You can do your content reporting both on the ad group level and the keyword level. By doing both, you can look for holes using the most frequently appearing content terms list.
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