Mastering PPC: Strategies to Ensure Every Campaign Succeeds
Success in digital marketing is not a matter of chance but of careful planning, analysis, and optimization. Based on our experience, we will share a few key strategies that allowed us to significantly increase the ROAS (Return on Ad Spend) for one of our clients and provide you with concrete tips on how to make your campaigns successful.
1. Structure of Campaigns and Use of Data Feed
Since November last year, for one client, we have seen a ROAS increase of 2 to 4 times per month with significantly higher investments. The key to success lies in the restructuring of social media campaigns. By using data feeds and Always On catalog sales campaigns (this means you need to define a budget level that you can spend on a monthly basis without interruption from month to month) for both acquisition and remarketing, we ensured constant quality learning for Meta ads. This allows advertisements to be placed over time to an increasingly high-quality audience, avoiding the "on-off" campaign system.
Tip for you: Sit down with your developer and set up the data feed well. Be sure that the catalogs are pulling the correct information. This may require a lot of time, nerves, and money, but it is worth the effort.
2. Optimization of Performance Max Campaigns
Performance Max (PMAX) campaigns can often "steal" organic results, which we solved by including Brand exclusion. In this way, we have ensured that Performance Max campaigns do not negatively affect our organic results.
Tip for you: Don't fully trust Google AI systems like Performance Max campaigns just yet. They still don't do a good enough job, so use them as a supplement to well-placed Search campaigns. Brand exclusion is key to preserving organic results.
3. Exclusion of Brand Keywords
Our research has shown that none of the competitors are bidding on our brand keywords. That's why we decided to exclude them from our campaigns, thus saving the budget and directing it toward better opportunities.
Tip for you: Be careful about excluding brand keywords. If you do not have good SEO and do not appear first in organic searches, it is necessary to set aside at least part of the budget for this type of campaign. Also, if you have to run this campaign, make it a separate campaign without overlapping search terms in other campaigns.
Conclusion
The success of any campaign depends on the right strategy and optimization. It is important to note that PPC (Pay-Per-Click) campaigns are not a magic solution and cannot work without a good website, quality offer, and attractive visuals. We were able to put all these elements in place with our client, resulting in exceptional results. The formula for success is actually:
Optimized website > Customized offer > Enticing visuals > PPC strategy
By combining these elements, you can achieve significant growth and success in your digital campaigns.
Text: Stefan Arsić, Digital E-commerce Team Coordinator, smartpoint adria