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!
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.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Lisa Raehsler is the founder and principal strategist at Big Click Co., an online advertising company and Google AdWords Certified Partner, specializing in strategy and management of SEM and PPC for search engines, display, retargeting, and social media ad campaigns. Lisa has led strategy on dozens of PPC accounts and puts her experience into practice every day as a thought leader in integrating clients' search campaigns with ecommerce websites, behavioral targeting strategies, and web analytics. She has participated extensively in the local interactive community, as well as at national search engine marketing conferences. Lisa's recent speaking engagements include SES, OMS, MIMA, HeroConf, and SMX conferences, as well as numerous private and public training engagements. As a columnist for ClickZ and Search Engine Watch, she writes on the topic of paid search. Follow her on Twitter @LisaRocksSEM.
March 19, 2014