2019 is fast approaching. At this point, savvy businesses are no longer asking what SEO and PPC can do for them. It’s all about improving the digital marketing plan they have in place.
And it’s a process that continues to evolve, especially with PPC. If you’re still using your PPC strategy from 2 years ago, you’re going to get crushed by your competitors.
That’s why it’s important to revisit your PPC plan every now and then. Before the new year rolls around is a good time to do it. But you also have to be prepared for major changes such as when Google rolled out the new Google Ads experience back in June.
With that said, take a look at the things you can work on or include for your 2019 PPC strategy.
Re-evaluate Your PPC Budget
Does a low advertising budget mean you don’t need to work as much on your PPC strategies?
Of course, not. As I’ve said before, there’s always a way to advertise online even if you don’t have limitless funds. What you need to do is look at where most of your PPC budget is going.
Consider which platforms are giving you a positive ROI. And then drill down even further and see which campaigns have given you the best results.
From there, evaluate if you can improve your most successful campaigns. Or if it makes sense to invest more in channels and campaigns that didn’t do so well in recent months.
Update Your Reports
When was the last time you updated your reports and looked at the metrics you’ve been using?
If it’s been a while, the time to go over them is now. Think about your marketing objectives. Ask yourself if the data in your old reports will still work for the paid search strategy you’re planning for 2019.
And if PPC reports are something you’ve always had trouble with, don’t worry. Keep in mind the basics. That includes making sure your reports are transparent, consistent, and aligned with your business goals.
PPC trends aren’t like fashion trends. If you see a lot of articles cropping up about a certain subject, for example, audience targeting, you can’t just ignore it.
You need to find out why. The good news is it doesn’t take a lot of your time to keep your finger on the pulse. A quick Google search will lead you to PPC trends that will dominate 2019.
But remember: being aware of these trends is half the battle. Knowing what to do with them is more important. So if these trends seem too complicated for you (e.g. automation, cross-channel, voice search, etc.), consider working with a PPC consultant.
Need Help with Your PPC Strategy for 2019?
You know how important a solid PPC strategy is for 2019. But it requires a lot of time and effort on your part. If you’re busy with other things, collaborating with a PPC expert is the best decision you can make.
Also read: 36 PPC trends to expect in 2019