A clear PPC strategy for search is essential for success during the most important shopping season, the run-up to Christmas. Maximize your sales during November and December with well-thought-out elaine perry director of marketing , optimized PPC campaigns that leverage collaboration between your marketing, sales and media teams. Is there time for this? You only have 9 months left.
The following best practices will serve as a basic guide that you can adapt to your brand’s needs.
1. Label everything
Effective labeling is a key aspect of making your advertising accoun turkey data t stand out online. Use labeling at all available levels:
- Campaign,
- Ad group,
- Advertisement,
- Keyword.
When creating labels, remember that each one is a name for something specific. As such, they should be rather brief, but convey essential information. It doesn’t hurt if all team members agree on the appearance of each label.
When setting up labels, remember to:
- Campaign delivery period,
- Other important information about the offer,
- Enrolling the labeler for easier tracking.
Once you create the labels, you still need to activate them by clicking the Apply button . They are not automatically triggered at any campaign level.
2. Divide campaigns by type
The types of PPC marketing campaigns vary by advertiser. Each has its own advantages and disadvantages, whether it’s for maximum performance, demand, or search. This makes it a bit difficult to decide which type to run and when during the sales cycle. In addition, Google’s artificial intelligence tools that influence ad serving can quickly change the game.
When creating your media mix, first identify specific goals and KPIs for each campaign type. For example, if you are using Performance Max and Search with a 3x ROAS target, you may achieve better results by prioritizing PMax with a higher ROAS target and higher budget.
Demand Gen will work well alongside PMax or Search if it has other goals set, such as increasing revenue from add-to-cart and acquiring new users. It should be a kind of middle ground with measuring conversion value and acquisition goals without setting ROAS.
3. Don’t Blame Automation
Although many advertisers feared losing performance growth after launching Google’s latest automated features (broad match, maximum performance, value-based bidding, etc.), the new automations are on the contrary intended to help them achieve higher performance.
Success in paid search is determined by bidding based on revenue or net profit, if these are available to all advertisers.
With broad match, you can better understand customer intent and see more precisely how they search for products or services from their queries. Featured snippets are also automatically displayed at the top of search results (SERPs) and AI-generated insights. Bidding is then part of the