Time to read: 4 minutes
If you want to invest in pay-per-click advertising services that bring in the highest ROI for your company, you’ll want to consider a dynamic strategy that aligns with shifts in the industry. PPC is often talked about as being a “set it and forget it” marketing strategy that is often praised for its simplicity, rather than a continuous approach to ensure optimal reach.
With that in mind, read on to learn more about our best practices for keeping your company’s PPC campaigns performing to achieve long-term success.
Hard Truth: PPC Campaigns Are Not One Size Fits All
Due to the unique nature of a company, its goals, and target audience, it’s essential to tailor your business’s PPC campaigns and strategy to accommodate its specialized offerings. That’s why working with an agency that completes a one-and-done setup for pay-per-click advertising can lead to wasted ad spend from irrelevant clicks, misaligned keywords, and broad target objectives.
Along with this, just some of the disadvantages of going with a “set it and forget it” PPC strategy include the following:
- Decreased conversion rates
- Low Quality Score (in advertising platforms like Google Ads)
- Loss of competitive edge
- Increased ad fatigue
- Poor landing page performance
- And more
4 Tasks That Should Be Included in Your Ongoing PPC Strategy
Whenever you’re running ads for your business, make these four things part of your routine when you check on their progress:
1. Ad Optimization
Depending on external factors, such as seasonality or shifts in product or service offerings, you’ll want to create new ads or update existing ads to accommodate these prerequisites. For example, suppose you’re a company that offers equipment for laser engraving, and you recently released a new product that performs laser copying. Because of this new rollout, you may want to update your ads to reflect these changes.
In the case of new products and services, it’s important to complete the necessary keyword research to ensure potential customers can properly see your ads when completing their research.
2. Review of Search Term Reports
Consistently assessing your client’s search terms is a great way to ensure that the traffic being received is relevant to their company and its offerings. For search terms that are irrelevant or too broad for your company, it’s encouraged to add these words or phrases to a negative list, ensuring that your ads will not show for those terms in the future.
Ultimately, this is a task that can be completed on a weekly, biweekly, or monthly basis, depending on the search volume of your campaign or the age of enabled campaigns.
3. Audience and Targeting Refinement
Just some of the ways that you can continuously adjust audience segmenting include:
- Competitor analysis – Assessing your top competitors is a great way to understand how to position your business, as well as reveal new opportunities to expand your ad message and positioning. Competitor analysis can also help you find potential keywords to target in your own campaigns.
- Demographic or behavioral targeting – Take this time to review how different groupings, whether segmented by demographics, location, or behavior, are performing. From there, you can then bid on target markets that are more likely to convert.
- Remarketing – Putting together a remarketing or retargeting campaign is optimal for companies that want to re-engage users who have previously visited their website but didn’t convert. This is because these groups are more likely to convert once rediscovering a brand or service offering.
4. Landing Page and Creative Management
With the rollout of new product and service offerings, seasonal factors, and more, you’ll want the most up-to-date creatives to ensure the performance of your ads online. Examples of deliverables to make your campaigns more dynamic include photos and videos, as well as various assets like sitelinks, callouts, promotions, and other assets that are included in Google Ads.
Additionally, to help further streamline your business’s conversion rate, putting together highly specific landing pages can be a great way to achieve exactly that.
