PPC has many components, constantly evolving with new technologies, feature enhancements, and tactical tips.
Today, our recommendations focus on the following key concepts for a fresh perspective or next-level optimizations.
- Measurement: Conversion goals and analytics tracking.
- Automation: Managing smart settings.
- Ad types: Ideas to try or optimize.
- Targeting: Using your first-party data.
Whether you are looking for optimizations to refresh your existing strategy or searching for entirely new ways to reach your audience, these PPC account areas are fantastic to explore and focus on now.
1. Conversion Actions
Measuring current goals and core initiatives is a baseline for your PPC strategy.
As the tracking in the ad platforms and analytics platforms gets more sophisticated, so do the number and type of actions that advertisers can track.
Typically, advertisers track several conversion actions per account.
For example, common PPC conversion goals include:
- Online contact forms.
- Request a demo or estimate.
- Phone calls: first time/repeat.
- Chat conversions.
- Website engagement.
- Local actions: directions.
- Offline conversions: matched with an ad click.
- Custom goals.
Are you measuring everything you could be measuring?
Often times we forget to reevaluate our goals, especially when we are set in our ways; the best time to start is now.
If you are using Google Ads and importing goals from Google Analytics and migrating to GA4, read on to find your homework for the first half of the year.
2. PPC Ads And GA4
Regardless of where you are on your migration journey to GA4, there are some planning and set-up questions to address:
- Determine what goals are in use.
- Are the goals tracking correctly?
- Do you want to use that same goal or adjust it?
If you are using Google Analytics and importing into Google Ads, you must recreate these in GA4, then import the goal again.
A new conversion action should be created, then select import data from Google Analytics.
It is necessary to select Google Analytics 4 properties for this new conversion.