How to keep up with Google PPC developments?

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Adapt to the constant pace of technological development and innovation. Embrace change and keep up with the rapid evolution of Google products.
The pace of technology development and innovation is incredible. Whether it's the metaverse or artificial intelligence, which is seeping into all the activities around us with unexpected ferocity. Marketing professionals are also faced with constant change. The speed at which Google products develop sometimes exceeds their ability to keep up with best practices. It is necessary to realize that technology cannot be stopped, and therefore it is necessary to prepare for change and accept that what worked before is simply different.

Campaign hyper-segmentation is a thing of the past
Hyper-segmentation of account structures, such as luxembourg phone number data Match campaigns or SKAGs (Single Keyword Ad Group), was beneficial at a time when strict control was needed to help maintain efficiency in an environment that allowed for a lot of erroneous clicks.

The traditional – and until recently dominant – SKAG strategy is the result of a highly granular account structure with dozens of campaigns and hundreds of ad groups. It is an alternative that until relatively recently delivered excellent results in monitored metrics. Its advantages included higher quality scores, higher conversion rates, significantly higher click-through rates, and also a lower cost per interaction. On the other hand, the disadvantages included the relatively high time overhead associated with managing a large number of campaigns and ad groups, as well as the risk of losing potential impressions in connection with negative keywords.