You monitor your paid search campaigns and optimize them. And they seem to be working well.
So why change anything?
In short, the reason is that you don’t know what you might be missing.
Without question, lots have changed this year (to put it mildly). And I’m sure these changes have impacted your industry, business, and competitors.
We’ve also seen plenty of changes in online advertising networks with lots of new functions and changes to existing functions.
If you’re still using the exact same strategies you were deploying in December 2019 – without testing other options – the new year is the perfect time to try something new.
Not sure where to start?
Here are my top picks:
1. Call Recording
I wrote about call recording in an earlier article.
But I can’t stop talking about it because we’re able to get such good insights from it.
If your product or service is expensive, complex, or sensitive, most people won’t convert online. They want to have a conversation first.
So you use call ads and call extensions to get them to call.
But then what typically happened?
You could see the number of calls and their duration in Google Ads. But you had no idea what was said or what happened next.
Were these callers good leads? Did they eventually lead to a sale?
You had no way to know without Pakistan Mobile Number listening to the call.
Consequently, many advertisers opted to implement third-party call tracking systems. Other advertisers decided to stay away from call ads and call extensions altogether, which was a shame.
These third-party call tracking systems often worked well, but they were just one more thing to learn, set up, and manage. But now, Google Ads has a call recording option so you can listen to these calls while staying within the Google ecosystem.
Here’s an example of what you’ll see in your Google Ads account with call recording:
You’ll see the duration of each call as well as the country and area code of the caller. Simply click “Play” to listen to the recording.
Having this option is a major boon to a lot of businesses – especially those in competitive industries paying top dollar for keywords.
(Side note: Make sure you’re in compliance with regulations about recording calls. Most jurisdictions require that you notify the caller that the call may be recorded.)
2. Audience Targeting
I hate to say it, but it’s true.
Some businesses continue to rely on keyword-only targeting strategies in their PPC advertising. We know this because we see it when we take on new clients and have a look at their accounts.
I get it.
If your keyword-only strategy is working, why change it?
But again, you don’t know what you might be missing. For the sake of argument, let’s say I convince you to go beyond keyword-only targeting.
Where do you turn?
One of the first options I would consider is audiences.