In partnership with the Chartered Institute of Marketing, Hallam recently ran an event exploring the Hagakure approach to paid search advertising. You can download the slides from this event below. 

Last year, Google introduced the Hagakure method; a new approach that simplifies Google Ads management, encourages using broad match options and takes advantage of Google’s automation tools. Inspired by Japanese samurai philosophy, Hagakure means “hidden by leaves.” In the context of paid advertising, it refers to simplifying account structures to focus on what truly matters. The aim is to reduce complexity, making it easier to identify and capitalise on top-performing elements.

Simplifying account structures

Typical Google Ads accounts often have numerous campaigns, each with multiple ad groups and an extensive list of keywords. This complexity can obscure opportunities and make it challenging to manage effectively. By adopting the Hagakure approach, you can condense your account, focusing only on the campaigns, ad groups, and keywords that deliver results.

Core principles of Hagakure

  1. Simplicity, clarity and focus: Avoid unnecessary complexity and distractions, concentrating on essential and effective elements.
  2. Increased relevance and engagement: Focus on important keywords and compelling ad copy to enhance user engagement.
  3. Higher click-through and conversion rates: Optimise all aspects of the campaign for better performance.
  4. Lower costs: Achieve better results with less expense, maximising ROI and profitability.

Key components of Hagakure

  1. Keyword research: Identify the most relevant and high-intent keywords, avoiding broad, generic terms.
  2. Compelling ad copy: Write clear, relevant, and persuasive ad copy that resonates with users.
  3. Optimised landing pages: Align landing pages with ad copy and optimise for conversions.
  4. Constant testing and refinement: Continuously monitor performance and refine the campaign for better results.

Download our slides below to learn more about the Hagakure method for search marketing. You can also read about our case study using this approach for Sygnature Discovery.

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