Most direct response marketers either need to meet a given efficiency goal (CPA, ROAS, etc.) or get the most of the budget available — or both combined. The budget and efficiency goals typically vary over time for lots of different reasons, such as seasonal trends and promotion periods, and you need to quickly toggle from one strategy to another over the course of the year.

While you can simply activate/pause some campaigns or channels, update the daily budgets, and bid up or down across the board, I would like to suggest other ways to seamlessly scale up or down your online marketing effort by identifying more subtle segments in your program.

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Category Search Engine Marketing