You might already have established your personal resolutions, but have you thought about your business ones? Whether it is to spend less time in the office, drink less coffee, cut out cigarette breaks your day in the office should be optimised as well as the money and effort you spend putting into the work you do.
In 2016, PPC is going to play an even bigger part in digital strategies than recent years, due to an increased spend and smarter technologies being introduced. We have put together 3 easy PPC wins for you to try out in the new year which will see results.
1 – Use More Ad Extensions
These are a user experience quick win, when it comes to PPC. These are known as set it and forget it traps, as you don’t need to tweak them on a regular basis, they do however need regular reviews to freshen them up from time to time. When better to review them than in the new year.
The best place to start with this is to get up to speed with the extensions on offer and there may even be some new ones added to the extension section. The extensions on offer, will allow you to offer mainly informational add-ons such as call, location and basic sitelink extensions to more sales focused options like callouts, enhanced sitelinks and structured snippets. These newer extensions are exciting because they give advertisers opportunity, beyond the allotted ad character limits, to plug their products.
2 – If You aren’t Remarketing, You Should Be
Remarketing is by far, one of the most effective ways of finding new customers through PPC. A good thing with remarketing is that it is very easy to set up if you aren’t already using it. At this point, most advertisers are running remarketing campaigns through Google and they are likely seeing a very good return from doing do.
If you are already doing remarketing, one of the first things you should look to doing is implementing a campaign on Bing. Bing has offered a webmaster tools similar to Google in recent years, but last October they launched a tool similar to AdWords RLSA tool. It allows advertisers to manipulate settings for ads served to users who are past website visitors. For example, they can set bid adjustments to prioritise ad visibility for these “qualified searchers.” Or, they create ad groups that will only be triggered if the searcher is on the remarketing list if you are familiar with Googles Adwords, Bings alternative will be no different in many cases.
3 – Have You Tried Customer Matching
An update to Googles AdWords tool we saw last year was customer match targeting. What this feature will allow, is for advertisers to engage in identity-based marketing by uploading lists of their prospects/customers email addresses, which Google can match to specific users. Advertisers can then adjust their bids and cater their ad messaging for each list segmentation. Although the idea of learning how to set up a whole new Google feature might send you reaching for another glass of left over champagne, I assure you it’s actually really easy to get Customer Match up and running take a look at the feature within AdWords for a specifcation of what you will need to get started with customer matching.