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Whether you are new to paid media or reevaluating your efforts, it’s critical to review your performance and best practices for your overall PPC marketing program, accounts, and campaigns.
Revisiting your paid media plan is an opportunity to ensure your strategy aligns with your current goals.
Reviewing best practices for pay-per-click is also a great way to keep up with trends and improve performance with newly released ad technologies.
Goals
When planning, it is best practice to define goals for the overall marketing program, ad platforms, and at the campaign level.
Defining primary and secondary goals guides the entire PPC program. For example, your primary conversion may be to generate leads from your ads.
You’ll also want to look at secondary goals, such as brand awareness that is higher in the sales funnel and can drive interest to ultimately get the sales lead-in.
Budget Review & Optimization
Some advertisers get stuck in a rut and forget to review and reevaluate the distribution of their paid media budgets.
Consider New Ad Platforms
If you can shift or increase your budgets, why not test out a new ad platform? Knowing your audience and where they spend time online will help inform your decision when choosing ad platforms.
Go beyond your comfort zone in Google, Microsoft, and Meta Ads.
Here are a few other advertising platforms to consider testing:
- LinkedIn: Most appropriate for professional and business targeting. LinkedIn audiences can also be reached through Microsoft Ads.
- TikTok: Younger Gen Z audience (16 to 24), video.
- Pinterest: Products, services, and consumer goods with a female-focused target.
- Snapchat: Younger demographic (13 to 35), video ads, app installs, filters, lenses.
