Replace PPC Strategies That No Longer Work.

Replace PPC Strategies That No Longer Work: –

  • Some PPC tactics that used to be obvious are now out of date.
  • Successful paid media campaign management requires a synergy between the needs of the brand and the engagement rules of the given advertising platform.
  • For a long time, the rules of engagement remained unchanged.
  • Some of the more obvious PPC strategies have become obsolete.
  • New obstacles have been presented, such as automatic rejections that delay the campaign.
  • These changes have created new challenges for old techniques that were previously reliable.
  • It is important to understand which rules have changed and which ones continue to influence the success or failure of a campaign.

Here are three PPC strategies that no longer work:

  • Bid on each keyword in each match type.
  • Manual bids on large expense accounts.
  • Remarketing is based solely on website visitors.

Let’s take a look at why these strategies are no longer sustainable and find out how to adapt the approach for better profits and greater success.


Don’t Bid on all keyword variations:

Do: bid on keyword champions.

  • In the old days (when AdWords and Bing Ads existed), advertisers needed to bid on all keyword variations.
  • In addition to these individual keyword bids, advertisers would also need to take advantage of various match types to influence the degree to which the query could match the keyword syntax.
  • Nearby variants began to take hold;
  • The need to bid on each variant became obsolete. Account structures that thrived on thousands of keywords began to experience performance and budget allocation issues.
  • Campaigns and ad groups that previously focused on match types, rather than strategic objectives, have lost their effectiveness.
  • These old practices no longer provided the same ROI.

Bid on Keyword Champions:

Rather than stick with old practices.

Successful advertisers switch to keyword champions (a variant of the keyword concept that is used to catch everyone) to represent all the variants they seek to capture.

Keyword champions work because:

  • Save money.
  • Opting for a cheaper variant will occasionally grant access to the more expensive one.
  • Don’t always commit to paying a premium.
  • Eliminate time-wasting and non-value-added steps.
  • Negative keywords do not have close variants.
  • It is neither profitable nor practical to perfectly protect every keyword.
  • Make sure a higher ratio of ads converts.
  • They allow the budget to be focused on the strategic objective of the campaign, instead of supporting a lot of keywords that might not work.

To bid on keyword champions:

  • Limit the ad groups to no more than two or three exact match keyword concepts.
  • Having at least one ad group with a single long-tail broad match keyword to drive the campaign and capture ideas may not have been thought appropriate.
  • Convert exact match keywords to negative keywords in a broad match ad group.
  • By following this strategy, will be free of keyword glut and ensure that the campaigns can deliver the desired results while complying with the current rules for engaging in advertising algorithms.

Don’t Take advantage of inefficient manual offers:

Do: Take advantage of automated bidding:

  • One of the hardest things to do as a marketer is to let go of control.
  • The cabinets want to know every detail of where the budget is going and how it is applied.
  • This clear line of sight is probably why so many marketers clung to manual bidding for so long (to the detriment of their campaigns).
  • Manual bidding outperformed objectively because advertisers could use their business acumen to set reasonable bids and not rely on restrictions, such as conversion rate requirements.
  • Smart Bidding, a type of automatic bidding, requires 50-100 conversions in a 30-day period to run meaningfully.
  • These lows have been drastically lowered or disappeared entirely.
  • The biggest barrier to taking advantage of Automated Smart Bidding has been removed, making it one of the most profitable bidding techniques.
  • Additionally, micromanaging bids on an account with more than one or two campaigns takes too long to be profitable.

Take advantage of automated offers:

Take Advantage of Automated Bidding to Increase Profits

To see maximum return on PPC campaigns:

  • Incorporate automated bidding into the strategy.
  • The automated offers use more than 60 signals to manage the offers;
  • These are not available or accessible to manual advertisers.
  • Implement scripts and rules.
  • These can be a powerful way to maintain a certain level of control, while still taking advantage of automation.
  • Use workflow tools that save time and stay involved in the process.
  • Adzooma Opportunities and Automations allow accounts of all sizes to efficiently manage the offerings and maintenance of other accounts without giving up complete control.
  • If ready to take the step into automation, consider taking advantage of maximum conversions with a CPA goal.
  • Target impression share with a bid limit to teach the team what auction prices are reasonable.

Don’t Involve persistent remarketing:

Do: participate in consensual conversations:

  • One of the oldest tricks in digital marketing is keeping track of who visits the site and doesn’t make a purchase.
  • Remarketing traditionally targeted all non-converting users who interacted with the site.
  • These visitors would receive dynamic ads (showing the product based on a shopping feed) or display and search ads that appeared to follow them across the web.
  • The web where privacy comes first has gained importance, as has the importance of creating the own data.
  • Making the user access the page is not enough; there has to be enough to justify the delivery of the information.

To participate in consensual conversations:

Connecting with users who have engaged with each other and with a purpose has a higher chance of driving conversions.

To increase conversions for the PPC campaign:

  • Capture data first hand.
  • Try to create an email capture experience on the landing pages.
  • Email addresses and other source data, provided directly, have a higher likelihood of conversion.
  • Generate audiences from selected first-hand data.
  • These tend to work better than just website visitors. This makes sense since the customer has chosen to compromise, rather than accidentally put themselves on the list.
  • Using old strategies just because they’re comfortable will end up hurting the campaigns and the brand in the long run.
  • Make sure to automate as much as possible so that can save strategic energy for the tasks that require the most attention. Tools like Adzooma can help make it easier.
  • While nothing is fully future-proof, creating processes that leave data ownership and empathy with customers will set up for long-term success.