The strange virus hit and we all went inside for a year. Well, we’re still inside, at least at the time of writing this article. Locked-down people across the globe have shifted the growth of online marketing and advertising like crazy, and brands who already have established pay-per-click campaigns are noticing an uptick in enquiries. Well, the ones that continued to optimise their campaigns, at least. With changing times come changing best-practices, and in order to keep reaping the rewards of online paid advertising through 2021, consider these ideas:
1. More Good Keywords
How many keywords form part of your current PPC campaigns? There is almost always room for improvement in this area of pay-per-click advertising. There are always adjectives to use or different ways to word the same things. Think about the different ways your customers might search for your products (what they type into the search bar) and add those phrases or words to your keyword collection.
2. Less Bad Keywords
Improving your PPC campaigns in 2021 is going to involve analytics, so get comfortable with assessing data and drawing conclusions. Look at your current keyword list’s performance and write down the five worst-performing keywords over the past year. It might hurt to do it but rather cut them from your campaign altogether. They clearly aren’t making much of a difference, and will only end up wasting your campaign budget.