A2. Signals

Each Signal is a carefully crafted set of definitions that represents a market of interest. ADARA's AI and Data Science teams write these definitions to meet your specific marketing needs within those markets of interest. We strongly recommend familiarizing yourself with the signals through the available insights. These insights will provide you with an understanding of the composition of the market of interest. See C6. Signal Definitions for more information on the attributes and composition of a market or see A6. Case Studies for more detailed and specific signals case studies.

To get the most out of our signals, we have created this guide to show how a particular type of campaign or campaign setting may affect the role a signal takes once it is active.

See C2. Signals Cards View for more details on the Cortex Search information and interface that supports signals.

A2.1. Campaign and Strategy

Campaign strategy choices can significantly impact results, especially when choosing whether to activate a signal as an always-on campaign or as a new tactical campaign. In the rare instance that all other settings are identical, a signal for an always-on campaign may take longer to be regarded against the existing automation which was formed over time. At the same time, once taken into consideration, that signal for the always-on campaign will become a major driver of the optimization moving forward, providing more stable historic data.

Once you have applied a signal to a campaign, ADARA strongly encourages setting a first check date, with the interval depending on the type of campaign you have chosen.

Example First Check Intervals:

• New Tactical - 1 week from applying to campaign
• Always-on - 2 weeks from applying to campaign

A2.2. Campaign Type

ADARA designs our signals for Search campaigns within Google Ads. While it is possible to apply our signals to other types of campaigns within Google, we cannot guarantee the same return.

A2.3. Targeting Methods and Keywords

Targeting methods and keyword settings have the largest effect on the actual reach of your campaign. If the campaign you add our signals to is already struggling for reach, it will not be able to perform at its highest potential.

ADARA agrees with Google's recommendations to use Observation Mode for all search campaigns, check your keyword list, and use any other tools at your disposal such as Google's Keyword Planner.

A2.4. Bidding Strategies

Bid Signals work best on campaigns with strategic automated bidding strategies enabled, through Google tools or a third-party solution. These tools provide near real-time responses to performance data and targeting. This fast a response can have downsides as well, so we strongly encourage you to examine your own data and reports and then to use Google bid adjustments to make manual tweaks where necessary.

A2.5. Google and other Audience Lists

We strongly encourage making use of other user lists; great value exists in using multiple sources to capture your markets of interest.

ADARA recommends grouping related audiences together so that they work in complement with one another. Completely separating audiences per campaign may not yield the results you desire.

A2.6. Google Similar Audiences

Use Google Adwords Similar Audiences to include Google's vast network to scale on audiences. Using Similar Audiences will dilute your target, so expect a slightly lower overall performance.

Cortex limits Similar Audiences to Customer Match lists and Remarketing lists within your Audience Manager.