Features of early diagnostics of multimedia campaign effectiveness in google ads

Abstract

The work examines the specifics and key stages of developing multimedia advertising campaigns, as well as modern approaches to their evaluation. A set of key performance indicators (KPIs) for assessing multimedia campaigns at different stages is defined, along with the specifics of using automated bidding strategies for launching such campaigns. In the experimental part, a methodology for early diagnostics of the effectiveness of multimedia campaigns for a construction materials store using Google Ads tools is developed. This methodology allows the detection of early signs of low performance and supports decision-making on optimizing creatives, audience targeting, and communication channels. To implement the methodology, a psychographic analysis of the target audience was carried out and advertising materials were developed.