It’s that time of year where we all make some well-intended resolutions.
If you’ve already broken your vow to cut down on takeaways and you’re currently reading this while crying into a kebab, then read on to at least make some better choices in your PPC life.
SO, without further ado here’s a list of super easy but super effective resolutions to brighten up your Dry January.
1. Learn a new skill – New Year, new you!
Make it your business to be at the forefront of all new features and BETAs. AdWords is an ever-changing platform that is constantly evolving, don’t fall behind! It’s pretty easy too. Start following some notable PPC agencies (ahem, may I suggest Mabo!) and prominent industry experts, on Twitter, Linkedin and Facebook and the tips will come to you. So, one minute you’re watching cat videos or looking at a stranger’s holiday snaps and the next you’re an expert in all things AdWords. Simple.
2. Take A Standard Ad Detox – Replace with a healthy dose of ETAs
Speaking of AdWords updates… Google have confirmed that the deadline for the long awaited extended text ad switch over will be the 31st January 2017
Be sure to take time to cleanse your accounts of the old style standard text ad and upgrade to the new ETAs. Whilst the old style ads will continue to serve it’s worth doing a full detox now to benefit from added copy space, increased CTRs and cool points for being trendy and modern.
Finding your standard ads are still gaining a higher CTR than the newer extended ads? Test out shorter ad copy in the new extended ads, keep testing and re-testing to boost that CTR!
Not sure how to upgrade to ETA format? Check out Rob’s step-by-step guide here.
3. Save More And Spend Less – Bid adjust, bid adjust, bid adjust
Good intentions at the start of the year to cut costly irrelevant traffic fallen by the wayside? 2017 is the start of the New Year! Make use of ad scheduling, location targeting and device bid adjustments to pay less for customers who are less likely to convert and to make an investment in those who will. Use the data in your accounts to make monthly adjustments and you’ll soon reap the rewards in your ROI. So, if your dream customer is a tablet loving insomniac from Manchester then target them, adjust bids so they see your ads when you want them to! And if you can’t even deal with a Geordie who browses the web from their work PC at lunchtime, reduce the bids.
For further ways to really fine tune your targeting check out Lee’s handy guide on demographic for search ads.
4. Spend more time with friends – Make use of customer match!
Don’t lose touch with all your old friends & customers this year! Customer match is identity-based targeting at its best and it’s available for all search campaigns (currently in BETA for shopping). It’s a great way to keep in touch with existing customers who may of forgotten about you and adjust bids accordingly. Simply gather a list of any previous customer’s emails (This must be gathered on a first-party basis, because…rules) and use it to create a new audience to target.
Be sure to set this up in any eligible accounts to benefit from increased brand awareness and lower CPAs.
5. Get lean – Use negative keywords to trim that cost per conversion
Cut irrelevant traffic from your AdWords account and trim that cost per conversion!
Freshen up the negative keywords in both your search and shopping campaigns and you’ll soon see those unwanted, irrelevant clicks and pounds dropping off. Keep on top of them regularly using your search query report as well as doing your own proactive research and your account will soon be lean and free from any unwanted clicks. Less irrelevant traffic will leave you with only the finest, most engaged and downright lovely clickers who will buy all your goods and all your services…probably twice. It’s just that easy!
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