As the founder of PPC Live, and Paid Media Editor of Search Engine Land, I’ve seen firsthand how rapidly the landscape of PPC advertising changes. In particular, Google Ads has undergone significant transformations over the past year. For PPC professionals and in-house marketers, it’s crucial to stay ahead of these changes to keep accounts profitable.
That is what Digital marketing expert Chirs Cabaniss of Falcon Digital Marketing wanted to discuss with me in our interview.
Here are some strategies that I believe are vital for success.
Know Your Business Data
One of the most critical aspects of PPC is understanding your business data. Regardless of how AI evolves or how many ad formats Google introduces, having a solid grasp of what success looks like for your clients is paramount. Are you attracting the right customers? Are they converting appropriately? Ensure your tracking systems are accurately capturing conversions so you can assess what works. As the saying goes, “If it’s not broke, don’t fix it.” If your current strategies are yielding growth, don’t get distracted by the latest shiny tools.
The Foundation Remains the Same
The daily tasks of PPC management haven’t changed; the foundation remains constant. Understanding your goals and key performance indicators (KPIs) is still essential. Even with new interfaces and tools, the core principles of PPC management hold true. It’s easy to feel overwhelmed by changes, but focusing on your established goals is key.
Making a Plan in Advance
Many marketers react rather than plan. It’s essential to have a strategy before launching campaigns. Define whether your tests will run for a week, a month, or longer. Budgeting and volume are crucial considerations. A well-thought-out testing plan will save you from unnecessary panic when results don’t appear immediately.
Working Backwards from Goals
Knowing how to work backwards from your goals is another essential skill for PPC managers. This means understanding what success looks like and then setting benchmarks for your campaigns. If your campaigns are generating a lot of clicks but no conversions, it’s time to reassess your keywords, ad copy, or landing pages. Analyze your results regularly and make adjustments as needed.
Testing and Learning
Testing is a PPC manager’s superpower. Create a testing plan that outlines start and end dates, what constitutes good or bad data, and how to interpret results. Remember, you can’t make decisions based on minimal data. Focus on gathering enough impressions and clicks to ensure statistical significance.
Automation: Embrace It, But Be Cautious
Automation in PPC can be beneficial, but it’s crucial to approach it strategically. Google’s algorithms work for Google’s interests, not necessarily yours. Always ensure that your automation aligns with your client’s growth objectives. Test and learn as you implement automated strategies, but don’t blindly follow what Google suggests.
Performance Max Campaigns
Performance Max campaigns are a hot topic right now. While they can be effective, it’s essential to understand when they make sense for your clients. Some businesses benefit from these campaigns, while others may not. Always assess the suitability of new technologies based on past performance and data.
Layering Third-Party Tools
While Google offers robust tools, layering third-party software can enhance performance. Don’t shy away from exploring different bidding tools to see if they yield better results. The landscape is diverse, and being curious can lead to improved outcomes for your campaigns. Some of our favourites are Adzooma, Optmyzr, Channable, Producthero, Upp.ai and ShoppingIQ.
Adapting to Multi-Channel Strategies
In today’s digital marketing world, it’s more important than ever to integrate PPC with other channels. Working closely with SEO and content marketing teams can provide a holistic view of your marketing efforts. Understanding how different channels interact can help you identify trends and opportunities for growth.
Conclusion
Staying ahead in PPC requires a balance of foundational knowledge and adaptability to new technologies. The landscape may change, but the principles of effective PPC management remain constant. Focus on your data, plan strategically, and be open to testing new approaches while keeping your ultimate goals in sight.
Watch the full interview here:
Connect with Me
If you’re interested in discussing these strategies further, feel free to connect with me on LinkedIn or follow my work at PPC Live. Let’s navigate the evolving landscape of PPC together!
