The platforms we PPC-ers use change constantly. Google and most other major advertising platforms are investing considerable resources into their software development, which means the software itself is going to behave differently. If these platforms are changing, so should our strategies. Here are the top three ways that I personally have had to adjust my PPC campaign management strategy to better take advantage of the platforms I’m advertising in.
Use bid strategies and enhanced CPC bidding
In the past, we couldn’t always rely on Google’s algorithm to do a better job than us at optimizing our bids. “Enhanced CPC bidding” meant I was going to let Google bid up on any search whether it was qualified or not. However, times have changed. More and more tests show that enhanced CPC bidding will actually outperform normal CPC bids.
Same goes for bid strategies. Not only have the bid strategies in AdWords improved over time, but they’ve increased in number, giving you the ability to choose which bid strategy type is best for you.
If you haven’t tested bid strategies yet, I recommend you start testing which strategy will work best for you.
Don’t use last click attribution
We’ve known for a while that last click attribution isn’t going to measure the success of your PPC campaigns correctly. Now Google has finally developed an attribution integration allowing us to choose the attribution model that works well for your business. While Data-driven models are only offered to those with enough conversions in their account, utilizing Position-based or Time Decay attribution models is now the way to go.
Write 3 ads per ad group
In 2017 we started hearing from Google reps that each ad group needed 3 ads, not 2. I put my foot down initially. It would ruin all of my carefully selected A/B tests and spread out the data even more (not to mention all the work it would take to write all the new ads). However, I finally conceded. The purpose of the 3 ads is to allow the bid strategies to optimize properly, and now that more and more of our PPC campaigns are using these bid strategies, I’ve decided I am willing to sacrifice some time to ensure that these bid strategies perform well.
These are just a few of the adjustments I’ve made in the past year to my own PPC management strategy. If you’ve already found yourself making these adjustments in your accounts, you are on the right track.