Want to maximize your PPC budgets and improve ROI? Here are eight areas to focus on for optimization:
- Invest in upper-funnel tactics: Many advertisers focus too much on last-click conversion and revenue. Investing in more awareness tactics can actually improve efficiency. Make smaller incremental increases to measure impact.
- Run on a variety of campaign types: Diversify your investments like you would with your 401K. Test new campaign types gradually and pay attention to the overall impact. Historical campaign types can provide control and insights.
- Have an audience strategy: Segment your customers into new and returning categories. Increase overall performance by diverting the budget to areas with higher performers. Set separate targets for different audience segments.
- Keep your segments in place: Despite Google’s advice to consolidate campaigns, segmentation is still valuable. Separate expensive keywords or brands to prevent budget depletion. Segment campaigns based on profit margin or product type.
- Lean in on automation: Automation is essential for staying ahead in the marketing game. Embrace bid strategies and automated campaign types. Performance Max can drive more new customers compared to traditional Shopping campaigns.
- Consider data-driven attribution: Switch to data-driven attribution to gain a better understanding of the impact of top-of-funnel initiatives. It’s a matter of time before Google moves to this attribution model.
- Get specific with your creative: Creative plays a crucial role in campaign success. Tailor ad copy and images to specific ad groups. Use responsive search ads (RSAs) to serve the most relevant combination of headlines and descriptions.
- Trim the fat where you can: In times of economic uncertainty, cut back on areas that don’t perform as strongly. Focus on lower-cost products and sales. Align targets with business goals for maximum profitability.
By finding the balance between business goals and best practices, you can optimize your PPC strategy and grow your business. To learn more about optimizing your SEO, check out Bridgewell Marketing’s SEO services.
