Campaigns
Make campaigns temporary, targeted and measurable.
A search campaign combines relevant queries with commercial priorities without constantly changing normal search quality.
Purpose
Predetermine whether the campaign should support visibility, inventory rotation, introduction or conversion.
Query scope
Only link terms and categories where the campaign fits content.
Period
Automate start and end so that old campaigns do not continue to work.
Stock
Prevent promotion of products that are not available.
Measuring
Use impressions, clicks, conversion and margin as appropriate KPIs.