How to think more creatively about PPC campaign management
Generally speaking, PPC campaigns can always benefit from outside-the-box ideas and creative strategies.
If you think it’s best to stick to proven tactics instead of testing, then you could be used to using formulaic creativity instead of adapting it to different target personas and search intents.
Or, perhaps you’re abstaining from a channel because straightforward tactics haven’t proven to work for your campaigns.
If you have found yourself answering yes to one of the above, this post could be helpful for your PPC campaigns, as we will focus on thinking more creatively rather than specific tactics.
Getting Comfortable With Your Testing Period
Creative strategies require input from your team, clients – and yourself.
The biggest obstacle to innovative PPC campaigns is agreeing on the testing timeframes.
If you have a smaller budget, you will need to allow for more extended testing periods.
At a minimum, any test should have two weeks to prove itself and see if it works for everyone.
Your tests will run for 30 to 90 days, depending on the scope of the test and the statistical significance of the data it produces.
Too often, PPC professionals abort the test after one to two days due to a campaign not ramping up or the ad network learning periods.
Budget For Wild & Crazy Ideas
Paid media campaigns cost time and marketing money, but we’re hard-wired to eliminate waste and maximise budget allocation.
Changes in current performance require that you get comfortable with a managed degree of “waste.”
Testing keyword match types requires that you be willing to harvest data out of grab-bag quality volume.
You’ll need to build active auditing of search terms into your workflow, as well as to account for the change in costs per click (CPCs) and costs per acquisition (CPAs).
Each ad network calculation has a learning period, and budgets that work on one channel might fall on another. Learning how a new channel behaves is just as important an insight as which creative will succeed.
There will be some “waste” as you go through these learnings.
This is because costs become investments when you’re gathering the data and optimising off of it.
Ideally, 10% to 20% of your monthly budget will go towards your ideas – that is, everything outside of the current status. This ensures there’s a dedicated testing budget you’re okay with losing.
The best way to be confident in innovative strategies is to have a documented paper trail of what works and what doesn’t. So make sure you’re keeping weekly logs on core metrics.
Too often, innovation budgets and initiatives are hijacked because there isn’t a clear understanding of why certain choices were made.
By documenting the data and strategy, you are safeguarded against overzealous efficiency and create a framework for new ideas.
This is especially important as analytics and searches term reports no longer go back to the account’s lifetime.
Be bold in your ideas.
So long as they are documented and you’ve built in the budget (time and money), they will help you unlock new profit levels in your account.
Are you ready to smash it online?
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