It is easy to fall into a strategic dilemma in PPC.
Maybe you just insist on using a proven strategy instead of testing.
You may be accustomed to using formulaic ideas instead of adjusting to different target roles and search intent.
Or, you may abandon a channel because of a rejection of a direct strategy.
In this part of Ask the PPC, we are helping Marcus from Idaho Falls, who asks:
What is your unusual way of achieving success with PPC? I want to clarify, how do we think outside of PPC in interesting and different ways?
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This article will focus more on how to think creatively rather than on specific strategies. For more information, check out the following important recommendations for paid search, social, video, and more:
Adapt to your test period
Creative strategy requires the support of your team, customers, and yourself.
The biggest obstacle to innovative PPC is usually to agree on a test schedule. If your budget is small, you need to allow longer tests, which brings additional risks.
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At least, any test should have two weeks to prove itself.
Ideally, your test will run for 30 to 90 days, depending on the scope of the test and the statistical significance of the data it generates.
In many cases, PPC professionals will suspend the test after one or two days, because the activity is not accelerated or the advertising network learning period.
Overcoming this instinctive response to suspension is critical to adopting more creative PPC strategies.
Budget for wild and crazy ideas
Paid media activities require time and marketing funds, but we are determined to eliminate Waste and inefficiency In the budget allocation.
Innovating current performance requires you to be satisfied with the degree of “waste” management.
Test keyword match type You are required to be willing to collect data from the quantity of captured packets.
You need to actively review search terms in the workflow and consider the fluctuations in cost-per-click (CPC) and cost-per-acquisition (CPA).
Every advertising network algorithm has a learning period, and the budget for working on one channel may fall to the ground on another channel. Understanding how new channels behave is as important as knowing which ideas will succeed—it takes time.
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When you go through these studies, there will be some “waste”.
When you collect data and optimize it, the cost becomes an investment.
Ideally, 10% to 20% of your monthly budget will be used for your “crazy and crazy” ideas—that is, everything beyond the current status quo. This ensures that there is a dedicated test budget and you can accept the loss.
Over-record everything
The best way to ensure that you feel comfortable and confident about innovative strategies is to document what works and what does not work. Make sure to document the core indicators and the “reasons” behind the strategic choices on a weekly basis.
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Many times, innovation budgets and plans are hijacked because there is no clear understanding of why certain choices were made.
By recording data and strategies, you can prevent over-efficiency and create a framework for new ideas.
This is especially important because analysis and search term reports no longer go back to the life cycle of the account.
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Boldly present your crazy ideas.
As long as they are recorded and you have established a budget (time and dollars), they will help you unlock new levels of profit and victory in your account.
Have questions about PPC?Submit by This form Or use the #AskPPC hashtag to tweet me on @navahf. See you next month!
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Featured image: Paulo Bobita/SearchEngineJournal, mentalmind/Shutterstock
