As we embark on a new year, it’s a perfect time to reassess your strategies and develop innovative ways to deliver impactful results in your PPC campaigns. At Digital Sunbird, we are currently focusing on several key themes that are shaping how we approach client campaigns. These include asking crucial questions, diversifying strategy to capture audience attention, innovating to engage audiences, and keeping an eye on automation.
These trends can be broken down into actionable reminders to keep your campaigns efficient and discover new growth opportunities.
The beginning of January is an excellent time to review business goals and align your marketing campaigns accordingly. As businesses reassess goals heading into a new year, marketing needs to support any major or minor adjustments in their approach.
While focusing on daily growth and performance gains may be comfortable, it’s also crucial to periodically review the bigger picture. This involves ensuring strategies align with overall goals, considering large tests, and reconsidering strategies that were previously discounted.
With new ad creative, targeting options, platform betas, and channels constantly evolving, there’s always something new to test. It’s important to always have a few tests running on each platform, with a clear objective in mind. Remember, even a failed test can provide valuable insights when it’s approached correctly.
Open communication between SEO and paid search teams, as well as paid search and paid social teams, is essential for sharing insights. This shared knowledge helps in adjusting strategies and discovering breakthrough messaging. In 2024, make it a priority to regularly schedule meetings between teams and encourage information flow.
Reviewing Google Search Partners settings is crucial to ensure the success of PPC campaigns. After a report emerged about ads being placed on compromising websites, Google gave advertisers the option to disable Search Partners. To make the most of your PPC campaigns in 2024, make sure to assess if Search Partners campaigns are suitable for your business.
When conducting a check of your campaign settings, it’s important to cast a discerning eye over audience expansion options. Remember, not all third-party sites will give you the results your business needs. Turning them off as a default could save costs and ensure your campaign maintains high performance.
Make sure your budget aligns with your audience size, especially on platforms like LinkedIn or Facebook. If your budget is limited, prioritize your highest-priority audiences. Likewise, if budget and audience size are matched, check whether you have enough creative options to keep your ads fresh.
Auditing your exclusions can help you find new audiences to add to your negative lists. By excluding audiences like current employees, existing customers, and irrelevant groups, you can extend your budget to target more viable users.
This checklist may see updates and amendments throughout the year, so don’t wait until 2025 to revisit your approach. Stay abreast of the latest features released by major platforms and ways to engage with users. We at Digital Sunbird wish everyone success in the year ahead!
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