Pay-per-click (PPC) is an excellent way to get your brand, product, or service in front of the right people at the right time. And, while every campaign is specific and unique, there are a few general rules that will tell you when it’s time to create a new PPC campaign or update your existing PPC campaign.
Today we’ll talk about Search, Shopping, and Display within Google and when you should create your new, or update your current pay-per-click campaign for each.
Google Search Ads
There are a few great reasons to start a new Search Ad PPC campaign in order to be found quickly and easily when a user searches, note that these will work for your Bing Ads, too.
If you don’t have a search campaign at all, start one
When your potential customer is first starting their journey through the sales funnel, it almost always starts with an initial search on Google. They may not be ready to buy just yet, but looking for answers to their questions about specific products or services. This is where they will likely first be introduced to you, so you want to make that connection a good one and create a PPC strategy that gives them the answers they’re looking for. If you succeed in this, you just got yourself a customer down the road.
You’re introducing a new product or service
If you’ve created a new product or service, you’ll want to announce it to your audience, and creating a new campaign is a smart move.
That said, you may be able to easily update your existing PPC campaign with new keywords, images, and copy, to connect the new product or service with the existing product or service.
You’ve got a new location
If you’ve opened more stores, if you’ve opened in new states or countries, or if you’ve relocated, be sure you create new segmented pay per click campaigns for each geographical location. Your Golden, Colorado ads may not work for your customers in San Francisco.
In doing this, you’ll have more flexibility with your copy, keywords, and creativity, and you’ll likely get a stronger connection with the locals.
Google Shopping Ads
Like with Search, there are some general reasons to create a new Shopping Ad campaign, or update an existing one- and these will also work with your Bing Ads.
If you don’t have a shopping campaign at all, start one
Again, like with Search, this will get you noticed early on in the sales funnel when users are actively searching for your product, so the earlier you create this campaign, the better. Using great images will help your customers in their decision-making process, so the more engaging and tempting the visuals are, the more likely you’ll get traffic to your site that will lead to sales.
You’re introducing a new product
You may have all of your products within one Pay Per Click campaign and that’s fine if that’s working for you. However, if you add a product to your line, consider whether it fits with the existing campaign, or a new campaign makes sense. Some campaigns may be deemed more of a priority than others and if that’s the case, you’ll want to be sure you’ve segmented accordingly.
You’re having a promotion
Whenever you’re doing something special, a new campaign is a great way to get more clicks. You’ll also have more control over your budget with certain keywords and you can easily exclude those specific searches that won’t be of benefit for you.
Google Display Ads
Display Ads are a great way to pull in customers with shiny, pretty imagery.
If you don’t have a display campaign at all, start one
Display ads are usually upper funnel but can work wonders for your business through excellent promotion. These are the usually visually appealing ads that you see while checking your email online, watching a video online, or visiting a blog site online, etc.
These ads are seen on millions of websites and they reach millions of people. If you have the budget to create this kind of campaign, give it a go. If it doesn’t give you the ROI you’re looking for, drop it.
You’re having a promotion
Since these ads are so visual, get creative with your promotion and grab the attention of those who already know you, those who haven’t visited your site before, and those who aren’t even actively trying to find you.
Your display ads will also pop up for any potential customers who have visited your website previously, whether they’ve purchased from you in the past or not. Essentially, your ads can follow your website visitors and then show up when the user is on other websites. It’s a perfect little reminder of you just inside their line of vision.
Like we said that the top, ads are unique and have their own set of circumstances, but these are some basic rules to follow if you’re wondering whether a new campaign or a campaign update would benefit you.