9/13/2023 0 Comments Target impression share strategy![]() If you’re currently only counting leads can you instead start to set values for your conversions? Using value-based conversions and optimizing for those can be game-changing for campaign performance. Upgrade Google to Value-Based ConversionsĬonsider how you’re tracking conversions and what you’re currently optimizing for. Lastly, don’t forget to maintain your credentials on the platforms you regularly work with. I am very active there myself, mostly helping, but sometimes even asking for help. If you want comprehensive training I’d check out various courses offered on Udemy.Īnd if you need help with something specific I’d head over to the Reddit PPC Sub. Independent and unbiased, they cover all the new feature rollouts and news for major ad platforms. If you’re not keeping up to date with those changes you will soon find yourself and your campaigns falling behind.įor PPC news I recommend Search Engine Land. Keep Your PPC Knowledge CurrentĬhange in the PPC world is relentless. If you’ve been relying on a single channel to sustain your business it’s crucial that you change that this year. If you’re already running Google search ads, what about expanding to MS Ads? This may include an additional social media platform (Twitter, TikTok, Snap, and many more) or maybe revisit or grow your SEO efforts. To bolster sales or leads, every advertiser should consider adding at least one new marketing channel to their mix. Social Media ads, and Facebook’s platform, in particular, are almost certainly never going to perform as they did back in 2020. And, you may be seeing fewer conversions because some conversions can no longer be tracked and because attribution window time limits are shorter than before.Īnd this leads perfectly into my next of PPC tips. More specifically, you may have also found that your audiences decreased in size. If you’re running social media ads, and Facebook/Instagram in particular, you need to take some immediate steps to optimize your campaigns for this major change.įacebook has published an iOS14 directive as to what you need to update and how the platform and reporting have changed.Įven if you have addressed these items, you may have seen a downturn in overall Facebook Ads performance from about the middle of 2021. Update Your Facebook Ads Account to Meet the New iOS14/15 RequirementsĪpple’s new initiative requires users to choose whether or not apps can track them. This means some campaigns may generate higher or lower performance than your target, but your overall goal will be met. This will treat all the selected campaigns as a group wherein the goal is to achieve your overall conversion goal regardless of what each campaign achieves. If your campaigns have a common conversion goal, you may also want to consider using a portfolio bidding strategy. Here’s an article I wrote about all available bidding strategies. If your campaign goal is conversion-based, you should focus on migrating to Maximize Conversions, Target CPA, Maximize Conversion Value, or Target ROAS. These last two methods are not focused on conversion goals, and hence aren’t part of Smart Bidding Options. For this reason, ECPC is not a fully automated bidding option.Īutomated bidding, therefore, includes all of the remaining bidding strategies above, plus Maximize Clicks and Target Impression Share. ECPC, on the other hand, uses your own bids and bid adjustments to partially inform Google on the final bid. ![]() With the exception of the ECPC bidding strategy, all of these options are automated bidding with almost no options to set your own bids or adjustments. It includes Maximize Conversions, Target CPA, Maximize Conversion Value, Target ROAS, and Enhanced CPC (ECPC). It uses Machine Learning and many signals to bid automatically. Smart bidding is specifically for optimizing bids for conversion volume or conversion value goals. First, for clarity, Smart Bidding and Automated Bidding are not exactly the same things. Google’s Smart bidding has matured to a point where it outperforms manual bidding on most campaigns that see 15+ conversions per month. Implement Google Ads Smart/Automated Bidding Given various trends in the industry here are my top 10 PPC tips for 2022. The only thing that stays the same with pay-per-click is that it constantly changes.
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