Martha is looking to optimize their search campaigns to achieve multi-channel success. What are steps Martha can take in order to achieve this goal?
Select all that apply.
- Set up UET and conversion tracking.
- Add image extensions to their campaign and account levels.
- Always select enhanced CPC bid strategy.
- Ensure they do not target too granularly.
Explanation: Martha can take several steps to optimize her search campaigns and achieve multi-channel success. Firstly, Martha should set up UET and conversion tracking. This step is crucial for tracking the performance of her campaigns across various channels, including search, display, and native advertising within the Microsoft Advertising ecosystem. By implementing UET tags and conversion tracking, Martha can accurately measure key metrics such as conversions, clicks, and revenue, gaining valuable insights into campaign performance and ROI. Additionally, Martha should ensure she does not target too granularly. While targeting specific audience segments can be effective, overly granular targeting may limit the reach of her campaigns and hinder their ability to achieve multi-channel success. Instead, Martha should strike a balance between targeting specificity and campaign reach, ensuring her ads reach a broad audience while still resonating with relevant users. Furthermore, Martha can add image extensions to her campaign and account levels. Incorporating visually appealing images alongside her ad text can enhance the overall impact and engagement of her search campaigns, particularly on the Microsoft Audience Network where image extensions are supported. By leveraging image extensions, Martha can create more compelling ad experiences that capture audience attention and drive higher click-through rates. However, selecting the enhanced CPC bid strategy is not always necessary for achieving multi-channel success and may not be suitable for every campaign objective. Therefore, focusing on steps such as setting up UET and conversion tracking, optimizing targeting, and incorporating image extensions aligns with Martha’s goal of optimizing her search campaigns for multi-channel success within the Microsoft Advertising Native & Display context.