Last year, I put together a list of my Top 3 PPC New Year’s Resolutions (for 2022). I find that by writing down my goals and adding details around how I can achieve them I’m able to do so. So, in that vein, I have mapped out my top 3 goals for 2023 below.
As a someone who’s been managing paid search campaigns since 2009, I can count on one hand the number of instances that I’ve used broad match keywords. That said, it’s 2023 and with the advancements of machine learning there’s a good case to be made to begin testing broad keywords.
According to Google, “When you pair Smart Bidding with broad match, there’s no need to segment by match type to boost optimization. The bidding system sets a bid for each individual auction of each query and bids up or down depending on how well the query is likely to perform. Broad match keywords allow the algorithms to learn faster and find additional auctions that can help you reach your growth objectives. On average, advertisers that change their phrase keywords to broad match can see ~25% more conversions (in Target CPA campaigns) and ~12% more conversion value (in Target ROAS campaigns) while meeting targets.”
Performance Max was a big deal in 2022. However, given the lack of control that comes with this type of automated campaign, not all clients were on board. Fast forward to 2023 and we simply can’t argue one simple fact – it works. With that in mind, I’m hopeful that more clients will be open to testing Performance Max campaigns and that I can continue to find levers to pull to “optimize” and improve results. Some initial ideas are to test new assets/asset group variations, different audience signals and various campaign goals.
2023 is the year that Universal Analytics will stop processing new hits. That means advertisers need to embrace the use of Google Analytics 4 sooner rather than later. A lot of clients are currently importing their goals from UA into Google Ads to be used as conversions. While that’s the most obvious change that will need to be addressed, I know there’s a lot of powerful data that will be generated in GA4 that can be utilized for advertising. More to come here.
What are your professional goals for 2023? How are you going to maximize your time and budget to get the most out of your digital advertising campaigns? One way is to work with an expert. If you are a MoreVisibility client and are looking for ways to change up campaigns in 2023, continue discussing with your client strategist. If you’re not a MoreVisibility client and are interested to know how you can take your digital advertising campaigns to the next level, contact the experts at MoreVisibility.