- Enable a volume-based Smart Bidding strategy in all campaigns.
- Create a value-based Smart Bidding strategy in their top two campaigns.
- Build a large list of negative keywords to tailor traffic and eliminate uninterested consumers.
- Begin with a strong measurement and attribution strategy based on their goals.
The correct answer is: Begin with a strong measurement and attribution strategy based on their goals.
Explanation: For a regional bookstore chain aiming to extract more value from its Google Ads campaigns via a value-based bidding strategy, the first essential step is to establish a robust measurement and attribution strategy. This involves setting up an accurate online conversion measurement system, which allows the tracking of conversion actions before proceeding with attribution and optimization via Smart Bidding. As a best practice, it’s recommended to implement the global site tag and Enhanced Conversions to minimize gaps, especially when cookies aren’t accessible.