We previously went over our top tips for improving your SEO score in 2022. While SEO will increase your search engine presence, PPC will help you get those clicks you might be missing out on. Today we will be going over our top tips for improving your PPC in 2022.
Analyse 2021 Performance
The beginning of a new year is the perfect time for analysing how you performed during the previous year. This is great for finding out what worked well and what can be improved. We recommend using tools such as SEMrush and Google Data Studio which can be linked to your Google Ads Account. These tools also give you the option to create a variety of reports.
Expand to New Search Engines
Google might have over 85% of the search engine traffic, but this does not mean that you should ignore other search engines. If you feel like you have your Google PPC all set up and want to expand to a new search engine, we recommend looking into Bing advertising. Bings’ usage of 6.8% might not be the highest but that does not mean that no conversion can be obtained through their search engine. Since there is much less competition on Bing, you will be spending much less than you would be getting through Google. Costs can be 70% less on Bing compared to Google, but it must also be taken into account that Bing has a limited reach.
Watch Out for Updates
In 2021 there were some major changes to certain aspects of google advertising, and with 2022 there are more to come.
One of the main changes in 2021 was the removal of Broad Match Modifier keywords so if you did not change those before, make sure that you change any BMM keywords to phrase, broad or exact match.
Since Googles services constantly update it is important to stay up to date with any future changes so that you can adapt your account. We recommend that you subscribe to a newsletter such as Search Engine Journal so that you can be updated weekly regarding online marketing news.
Have a Variety of Ads for Different Situations
Especially if you recently started doing PPC advertising you will probably just have a few campaigns that cover multiple pages on your website. It is recommended that each of your campaigns focus on specific keywords and intentions.
We also recommend that you don’t have different match types in the same ad group or campaign. For example, instead of having a campaign with two match types, create two campaigns each with their own match type and with the budget divided between both. This way you can easily monitor their performance.
You must remember to add the keywords from one “exact match” campaign as negative keywords in the phrase match campaigns, this way avoiding cannibalization (when you have two ads bidding for the same keyword).
Monitor Auto-Applied Google Recommendations
If you have enabled Google to auto-apply recommendations, you should check your change history occasionally to make sure that the changes that are being applied are good. These recommendations aren’t always of good quality, so if you want to avoid having to monitor them and want to be the only one to make changes, we recommend disabling them.
We hope that our tips will help you improve your PPC performance. Please do not hesitate to get in touch with us for more guidance or if you need help with your PPC campaigns.