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KiwiKlicks Marketing Agency
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16/09/2026

Google Ads Auction: What Actually Determines Which Ad Gets Shown?

Getting an ad impression isn't simply about who bids the most. Google evaluates multiple signals in the auction to determine which eligible ads appear and where.

Slide 1 — The Ad Auction

Ads compete in a real-time auction for available placements.

The auction considers bid, relevance, ad quality and expected impact.

The process happens in milliseconds for every search.

Slide 2 — The 3 Key Factors

Your Bid — How much you're willing to pay for a click or conversion.

Ad Quality — Relevance of the ad, landing page and overall user experience.

Expected Impact — The expected effect of assets and other factors on the user's action.

Slide 3 — The Result

Prime Placement — Better auction performance can lead to stronger ad positions.

Higher Click Potential — Relevant, useful ads can attract more users.

Better Performance — Strong relevance and user experience can contribute to more efficient results.

The takeaway: Performance in Google Ads isn't just about increasing the bid. Relevance, quality and the overall user experience matter too.

Save this carousel for your next Google Ads campaign.




15/09/2026

Right Funnel. Right Audience. Higher Results.

Not every audience is ready to buy. That’s why your campaign strategy should change as people move through the funnel.

TOF — Awareness & Reach
Objective: Build awareness and reach new audiences.
Audience: Cold, broad, interest-based and lookalike audiences.
Campaigns: Display Ads, Video Ads, Awareness Campaigns.

M*F — Consideration & Engagement
Objective: Drive engagement, traffic, leads and consideration.
Audience: Website visitors, engaged users, video viewers and warm lookalikes.
Campaigns: Search Ads, Remarketing Ads, Performance Max.

BOF — Conversion & Loyalty
Objective: Drive conversions, sales and maximize ROAS.
Audience: High-intent users, product viewers, cart abandoners and existing customers.
Campaigns: Shopping Ads, Dynamic Remarketing, Conversion Campaigns.

The key is simple: don’t sell to everyone the same way. Match the objective, audience and campaign to where they are in the funnel.

15/09/2026

Marketing and AI tools: 2016 vs 2026

Marketing has come a long way. From manual research and intuition-led decisions to AI-powered insights, automation, and smarter optimization.

2016:
• Manual research & analysis
• Slower ex*****on
• Limited personalization
• Reactive decision-making
• Higher effort, limited scale

2026:
• AI-powered research & insights
• Faster content & creative production
• Smarter analytics & optimization
• Automated workflows
• Better personalization & scalability

The real advantage isn’t AI replacing marketers—it’s marketers using AI to think faster, execute smarter, and create greater impact.

Don’t just keep up with the evolution. Use it to grow.

14/09/2026

A career in performance marketing doesn’t have a fixed salary ceiling.

Your compensation usually grows with your ability to move from ex*****on → optimization → strategy → leadership → business growth.

Here’s how the journey can look in India:

• 0–1 year: Learn the platforms, tracking, campaign setup and reporting
• 1–3 years: Own campaigns, optimize performance and improve efficiency
• 3–5 years: Build strategies, scale budgets and lead growth experiments
• 5–8 years: Lead teams, manage larger accounts and own cross-channel strategy
• 8–12 years: Manage budgets, people and business outcomes
• 12+ years: Drive growth strategy, partnerships and performance at scale

14/09/2026

How Performance Marketing is Perceived 👀

From the outside, performance marketing can look like clicks, conversions and ROAS. But beneath the surface is where the real work happens.

Strategy & Planning — Understanding audiences, funnels, positioning and business goals.

Data & Analytics — Tracking, attribution, measurement and turning data into decisions.

Testing & Optimization — Constant A/B testing, experimentation and performance improvements.

Technical Setup — Pixels, tags, integrations, tracking and troubleshooting.

Cross-Channel Complexity — Managing multiple platforms, audiences, creatives and devices.

Budget Management — Balancing spend, bids, efficiency and profitability.

Team Collaboration — Working with creative, content, development, sales and other stakeholders.

Challenges & Setbacks — Algorithm changes, rising costs, competition and campaigns that don't work.

Long-Term Impact — Building sustainable growth, customer value and business results.

Continuous Learning — New platforms, tools, trends and algorithms keep changing.

Performance marketing isn't just about getting clicks. It's about understanding the numbers, making smarter decisions, and turning marketing spend into sustainable business growth.



13/09/2026

Life of a Performance Marketer

Every stage brings new skills, bigger responsibilities, and a greater impact.

Junior Marketer / Trainee (0–1 yr)
Learn the fundamentals of digital marketing, channels, metrics, campaign setup & tracking.

Performance Marketer (1–3 yrs)
Execute campaigns, test & optimize, analyze data, and improve ROAS while reducing CPA.

Senior Performance Marketer (3–5 yrs)
Build strategies, scale campaigns, manage budgets, target audiences, and lead growth experiments.

Lead Performance Marketer (5–7 yrs)
Lead teams, build processes, develop cross-channel strategies, and create a performance-driven culture.

Performance Marketing Manager (7–10 yrs)
Own budgets and team performance, align marketing with business goals, and scale campaigns profitably.

Head of Performance / Growth Leader (10+ yrs)
Define growth vision, lead multi-channel growth, build partnerships, and drive business impact at scale.

The journey is built on data, creativity, strategy, experimentation, and continuous learning. Keep testing. Keep learning. Keep growing.

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