It’s not too late to make your New Year’s resolutions for 2016.
If you have a pay per click campaign, now is the perfect time to make some goals to improve those campaigns during this year.
Even if your campaigns are successful, there is always room for improvement.
Here are ten great New Year’s Resolutions for anyone who has a PPC campaign:
1. Learn something new about pay per click.
Even if you’ve been running your own PPC campaign for a couple of years, there is probably still something you can learn about this advertising strategy.
Especially if you haven’t taken the time recently to see what changes and developments have been made in the technology or in consumer expectations, it’s time to take a couple of hours each week to catch up.
One of the best ways to stay on top of news and to have an outlet for tips and tricks, is to sign up for an email list or follow a blog that discusses these topics.
If they also discuss other types of marketing, that’s a bonus.
2. Clean up your campaigns.
Many advertisers will continue holding on to garbage keywords, simply because they’ve done the work to research them and write ads for them.
Here’s the hard truth: if a keyword isn’t working, it’s just taking up space on your account and wasting your time.
Sunk costs/time should not be a reason to hold on to ads and keywords that simply don’t do what you need them to do.
Commit to taking some time to look through your campaigns and expel the keywords that are just clutter.
3. Get rid of ads that underperform.
You might have set up a split test on ads for one of your keywords and then never actually went back to look at the data from that test and decide on which ad to keep.
Maybe you just have not reviewed your campaign recently and there are some ads that have gotten no impressions or no clicks during the last quarter, even if they were performing well in previous quarters. Just like keywords, ads have the ability to clutter up your account.
Don’t be afraid to hack off what isn’t performing.
4. Set solid goals.
Many people start their PPC campaigns without any solid goals.
A professional PPC advertiser would never let you do this, but if you are going it alone, you might have goals no more specific than just “increase traffic” or “get more customers.”
These goals are good, but they aren’t great.
They need to be more specific and more actionable.
How much traffic do you want?
How many more customers do you want?
It is important not to make your goals unattainable, but it is important to make them actual improvements over what you are doing right now.
5. Delve into last year’s data.
Just because we’ve come to the new year doesn’t mean that you get to ignore last year entirely.
There is probably a lot of great data on your profile about what worked and what didn’t work.
Don’t just read this data, analyze it.
What can the success of some ads and the failure of others tell you about both your campaign and your customers?
6. Try something new.
If you’re still running the same ads you were running a year ago (or six months ago, or even one month ago), it’s time to try something new.
Your brand deserves something new, and so do your customers, patients, or clients.
Try something you’ve never tried before.
You might be surprised at how willing your customers/patients/clients are to engage with something.
7. Make a checklist to help you stay on top of your PPC campaign.
If you’re worried about being able to stay on top of your resolutions, a checklist is a great way to make sure that you do.
A daily, weekly, or monthly checklist is a great way to make sure that you actually get done what you want to get done, whether you want to look at your impressions every week, adjust your ad copy every month, or add negative keywords daily, make a list of the things you need to do, and put it somewhere where it can remind you of what you need to do.
8. Try a new search engine.
It’s hard to argue that there’s any more valuable search engine than Google. It’s the biggest, the oldest, and the most frequently used.
But it’s also not the only one.
There are millions of people out there who are using Yahoo, Bing, even MSN to run searches.
If you’re only running a PPC campaign on Google, you are missing out on potential clients and customers that have defected to other search engines.
9. Add mobile.
If you have currently only been focusing on desktop, you are probably missing another huge segment of your market.
Not only are there no widespread ad blockers for cellphone browsers (yet), there are far more people using their phones to make searches than there are on desktops and laptops.
Now is the time to take advantage and make sure that your mobile PPC campaigns are properly structured and that your bidding strategy is on point.
10. Consider hiring a professional.
No one knows how to run a pay per click campaign better than someone whose job it is.
If you are concerned about the stability of your campaign or you just aren’t seeing the results you want, it might be time to consider hiring a professional and turning the bulk of the work over to them, whether you just need advice on a current campaign or you want to build and implement an entirely new one.
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