PPC Areas Of Focus For Your PPC’s Success in 2022
If there’s one thing that is constant in PPC, it is change. Each year we see new enhancements and features with the ad platforms we are using. That said, we need to adapt to these changes and adjust with our marketing strategies.
In this article, we will be discussing about the areas of focus that you should prioritize to get the most out of your PPC campaigns. These are trends that you should probably explore if you’re seeking for a profitable return on your PPC campaigns in the year ahead.
1. Conversion Actions
Measuring your campaign’s goals is an important step to know if your ads and strategies are working or not. Conversion tracking in ad platforms such as Google ads and Analytics tracking platforms such as Google Analytics evolves and gets more sophisticated, which also means the number of conversion actions that you can track.
It is important that we measure our campaign’s goal for us to know if our ads and strategies are working or not. Conversion tracking in ad platform like Google Ads and Google Analytics evolves and can be more complexed, which also means multiple conversion actions that you can track.
Here are some of the Conversion actions that you can track.
- Phone calls (first time or repeat)
- Transactions
- Online contact forms
- Custom Goals
- And more.
Now ask yourself, are you tracking every important conversion actions that are associated with your business? If not, better set it up now.
2. Review your ads & copies
This is particularly essential for this year as Google Ads last year announced that Expanded Text Ads (ETAs) will become obsolete.
And it’s not just Google Ads by the way, Microsoft Ads are also rapidly moving towards in using Responsive Search Ads (RSAs) as the default text ad format.
If you’re not familiar with RSAs, this is a text ad format, just like ETAs but this format lets you have 15 different headlines and 4 different descriptions that are dynamically mixed and matched into various combinations for testing. Google Ads’ machine learning does this and will serve the best headline and description that performs the best.
Additionally, you can ‘pin’ more than one element in your headlines and descriptions. Basically ‘pinning’ means you indicate which specific headline and description should be prioritized when served. This is the best way to ensure that your preferred copy with critical messaging is present.
If you do not use all of the 15 headlines, Google will actually give you recommendations on how to improve them or include keywords in the headlines.
Google will give recommendations on improving headlines or including more keywords.
Both Google Ads & Microsoft Ads have a rating system that indicates how your ads are performing. For Microsoft Ads they use “low,” “good,” or “best”. Meanwhile, Google ads use “poor”, “average”, and “excellent”. So always review your RSAs and replace the ones that are rated “poor”.
3. Keyword Matching Strategies
This might be one of the big changes that happened in the PPC landscape. The Broad match modifier has been discontinued from Google Ads.
Phrase match has been updated as well due to the discontinuation of Broad match modifier. BMM, is now incorporated in Phrase match keywords which means both Phrase and Broad Match Modifier have the same updated phrase matching behavior for all languages.
So, if you’re still using the same old format of organizing your keywords in your campaign, it’s time now to check and update them as they will not be beneficial for your campaigns.
4. Man & Monitor Your Automations
Automations are meant to simplify ad management since it’s not as simple and easy as flipping a light switch. Advertisers need to guide and monitor closely the automations to make the most out of it.
One of the best examples of this is if your campaigns are using smart bidding strategies. This needs to be monitored and be tweaked from time to time since you’re going to need to adjust the Target CPA or Target ROAS.
Creatives such as responsive search ads (RSAs) and responsive display ads (RDAs) should also be monitored and reviewed for performance.
You may also incorporate in your strategy to determine which components of your campaigns can be automated from bidding strategy to creatives by using scripts. Then you may also want to compare data of doing manual vs. automated.