5 Ways to Prep Your PPC Advertising for 2014
Take a second look for optimizations and opportunities that can raise your Google AdWords and Bing Ads campaigns to new heights in the New Year.
Take a second look for optimizations and opportunities that can raise your Google AdWords and Bing Ads campaigns to new heights in the New Year.
Advertisers can be tempted to slide right into 2014 using the same old approach. It’s worth taking a second look for optimizations and opportunities that can raise campaigns to new heights in the New Year.
Here are a few ideas to help you get started:
1. Reconcile PPC Media Budgets
A new year means a budget review for both spend and potential in the upcoming year. Review media spend in all PPC platforms by month and by year. Determine if budget met planned budget, or was optimized over time and changed. Analyzing PPC budgets from month to month ensures media dollars are not slipping through the cracks and instead being focused on reaching goals.
Coming in under budget can demonstrate a lack of effort to utilize it fully and sometimes it can “disappear” for future planning. Going over budget could indicate results were good, so investment was increased, unless this happened unknowingly! Understanding where you netted out for the year per platform is important for moving ahead.
2. Creative Ad Changes
This is truly one of the easiest ways to put a fresh coat of paint on any campaign!
Try:
3. Out with the Old, In with the New Campaigns
4. Device Targeting Review
How did your mobile strategy do this year?
5. Promotional Plans Schedule for the Year
As mentioned for offers, promotions don’t have to be limited to discounts. Brainstorm creative content for the year and develop a set promotional calendar for 2014 to offer information or free white papers, free assessments, ebooks, or free trials.
Having a schedule will keep teams on track and continuously optimizing for results.