Top 10 Reasons You Should Rethink Your Paid Search Strategy
Complacency is a silent killer of otherwise successful paid search strategies. When marketers stop rethinking and continuously improving their accounts and campaigns, they stop moving forward and begin sliding back.
The world of paid search is always changing, which means there is no
such thing as a perfect strategy. Rethinking your efforts is a necessary step
in the optimization process. Here are 10 reasons why you can’t delay in
rethinking your PPC marketing.
1. The Landscape Is Changing
As mentioned, change is inevitable. Ad
platforms change, audience behaviors and attitudes shift, competitors adjust
their strategies, and so on. If you aren’t recognizing these shifts and
adjusting your campaigns accordingly, then you are ignoring the future and
essentially becoming a PPC dinosaur. Don’t prepare for extinction, work to
thrive!
2. Your Competitors Are
Rethinking Their Strategies
Your competitors are also aware of the shifts
occurring in paid search and they are already adapting their strategies to
match the future landscape. You shouldn’t always follow your competition’s
footsteps, but this is a case where your inactivity will cause you to lag
behind. The farther you fall behind, the more difficult it will be to catch up
in the future.
3. Your Business Has Changed
When you first began supporting your business
with paid search marketing, your company was in a different place. Times have
changed! Hopefully, they’ve changed for the better. These changes to your
business impact your advertising goals. Part of rethinking your paid search
strategy is ensuring that the direction of these efforts matches your company’s
current objectives.
4. Your Budget Has Changed
As your business changes, so does your budget.
You have more ad spend to work with than when you first started. Novice
marketers make the mistake of investing this new budget solely into their
existing strategies. You should also think about how you can use the added
budget to explore new opportunities.
5. New Opportunities Create New
Results
You can’t turn over the same rocks and expect
different results. If you want to improve your paid search strategy, then you
need to move beyond your comfort zone and experiment with outside-the-box
tactics. Some of these new strategies will payoff and provide significant returns.
6. There Are New Ad Formats And
Features To Explore
Some of these new opportunities manifest as
new features and formats released by ad platforms. For example, Google Ads is
always developing new ways for advertisers to reach their target audiences.
When was the last time you looked at the latest developments? There may be a
new feature that makes your life easier or an ad type that fits your brand’s
message perfectly.
7. The 80-20 Rule
The 80-20 rule states that 80% of your gains
are created by only 20% of your activities. You can apply this to mean a small
minority of your keywords and ad groups will provide the majority of your
returns. Do you know what these 20% are versus the other 80%? Rethinking your
paid search strategies with this principle in mind can help you make the most
of your time and budget.
8. Adopt An Entirely New Way Of
Thinking
The aforementioned out-of-the-box thinking
that is so crucial for successful PPC marketing is about finding new and
different ways to approach paid search. You don’t want to be thinking like the
other PPC marketers because your campaigns will just end up mirroring theirs.
Instead, you want to think differently and create new experiences that
audiences haven’t seen elsewhere!
9. Produce More ROI!
What’s the purpose behind finding new
opportunities, thinking outside the box and all of these other suggestions?
Ultimately, it comes down to your ROI. Rethinking your paid search strategy is
really about finding ways to make it better. And, this improved performance leads
to more returns. Maximizing your ROI means a healthier bottom line and more
money to dedicate towards future advertising endeavors.
10. Automation Tools Change Task
Priorities
Artificial intelligence and automation are
huge topics of discussion in the marketing world right now. Thanks to these
tools, marketers can spend their time on more important tasks, leaving AI to
handle the low-impact duties that eat up a lot of time. By freeing up lots of
time in a marketer's daily routine, there is a lot more freedom in paid search
strategies. How are you going to use automation to make your management duties
easier and what will you do with the time?
Conclusions
The only reason you really need to rethink your paid search strategy is that it is necessary for survival. If you aren’t adapting to changes and tirelessly working towards improving your efforts and maximizing your ROI, then you’re destined to fall behind in the end.
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