Evaluating Campaigns — KPIs, Test Duration, Budgets and Sensible Test Setups
Which KPIs actually matter, how long a test must run, how much budget it needs, and which setups deliver reliable answers — and which don't.
Redaktion
Strategie
in Search Engine Advertising
Funnel, Brand- vs. Generic- vs. Competitor-Bidding, Profit-First, Value-Based, Experiments und Lift-Studien.
Glossary
Account Segmentation Strategie
Deliberate split of a Google Ads account by brand, language, country, product line, or funnel stage — prerequisite for clean steering and reporting.
Brand Bidding Strategie
SEA strategy of bidding on your own brand name to secure the top SERP position and intercept competitor clicks.
Funnel Strategy (TOFU/MOFU/BOFU) Strategie
Strategic model that splits SEA activity by funnel stage: Top (reach), Middle (consideration), Bottom (conversion).
Generic vs. Brand vs. Competitor Strategie
Three-way segmentation of SEA keywords: generic terms, your own brand terms, competitor brand terms — used for steering and reporting.
Competitor Bidding Strategie
SEA strategy of bidding on search terms containing competitor brand names to capture market share and switching-prone users.
Encyclopedia
Related Topics
Google Ads Google-Ads-Tools Plattformen Kampagnentypen Konto- und Anzeigengruppen-Struktur Anzeigen & Assets Keywords Gebotsstrategien Auktion & Qualität Conversions Tracking Attribution Zielgruppen & Targeting KPIs (SEA) Steuerung & Budget Automatisierung Shopping & Feeds Policies Enterprise & Programmatic