Jill Goldstein - January 5, 2022
There’s something I just love about a new year. The idea of a fresh start and new beginnings really does energize me personally and professionally. While staying on top of my family’s laundry tops the list of personal goals, I have a list of 3 work related resolutions to keep my PPC campaigns thriving in 2022.
- Utilize audience segments/data in new ways
- As a best practice at MoreVisibility, upon campaign launch we add all Google Ads audience segments that are relevant to our client’s business. By doing so, we are generating data that can later be used for optimization. While doing this at campaign launch is a great practice, in 2022 I will regularly look for new audiences that may have been added to Google’s long (and always growing list).
- While having this data is step one. Step two is utilizing the data. In 2022, I will regularly review the audience data available to inform bid changes, new campaigns targeting audiences, exclusions and more.
- Maximize the use of automation and improve upon storytelling
- It’s no secret that machine learning and automation are the new norm in campaign management. More products are being launched that use machine learning to automate many aspects of running a campaign such as keyword targeting, ad creation and bidding. In 2022, I will test the use of automation in legacy campaigns and launch new campaigns with automation at the forefront. By using automation, we’re saving time in many manual tasks once needed to be done by campaign managers. In 2022, that time saved will be spent analyzing the performance of campaigns to paint a clear picture for my clients in what’s happening and what we should try next. Which brings me to my last resolution.
- Always be testing
- This is by no means a new idea to campaign management, however it’s a tried-and-true way to continually grow. In 2022, I will commit to always be testing something new. This can be the use of audience or automation as noted above, new ad copy, new campaign types, etc. This testing possibilities are endless, and Google Ads’ Drafts & Experiments makes it extremely easy to do so.
What are your professional goals for 2022? How are you going to maximize your time and budget to get the most out of your PPC 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 2022, continue discussing with your client strategist. If you’re not a MoreVisibility client and are interested to know how you can take your PPC campaigns to the next level, contact the experts at MoreVisibility.
