New Year = Paid Search Resolutions

7 January 2016 | | Blog

All the quality streets have been finished (even the weird green triangle ones), the decorations are down and all the bottles have been taken to the tip for recycling. It’s time for a fresh start to 2016! And what better way than to reflect on your paid search activity and investment and take action to invigorate your campaign for the New Year.

So, with much enthusiasm find below my 4 simple paid search resolutions to be considering this January and for the next 11 months.

Look Closely at your ad extensions. 

Are you really taking full advantage of ad Extensions?

The list is shown here:

Sitelinks Extensions

Location Extensions

Call Extensions

App Extensions

Callout Extensions

Structured snippet Extensions

Automated Extensions Report

When using extensions, it’s important to develop a solid extension strategy for your campaigns. Know which extensions make the most sense for your dental  business, and be sure to monitor performance to be aware of what is and isn’t working.

Extensions provide potential patients with more relevant information about your ads. Also, since extensions do play a factor in Quality Score, it should be part of your resolution to test out different ones.

 

Google had a lot of updates and additions to extensions in 2015, and it’s reasonable to assume to expect the same in the New Year.

Account Clean up 

This is the perfect time to do some campaign cleanup. But it’s important to know what to keep and what to pause.

Before you start, pull reports for the last 3-6 months and carefully look at keywor
ds, ads, ad groups and campaigns. Then it’s time to pause keywords that are not performing, as well as adding new opportunity ad groups or campaigns.

As for labels – while they can be effective in organizing your campaign, don’t get too carried away with them. Develop a simple structure for naming your labels, and use them to monitor new campaigns or ad A/B testing.

Mobile Paid Search 

If 2015 was the year of mobile, 2016 will be the year of mobile advertising.

According to eMarketer, mobile ad spend was more than $100 billion in 2015. And with more than 80% of searches being performed on smart phones, mobile paid search is a resolution for the New Year

Keep in mind mobile has different challenges, but can be a great way to target patients and potential patients on the go. Check out these great mobile tips to get your mobile campaigns off to a great start.

Re-marketing?

In the paid search industry, 2016 is said to be the year of predictive marketing. Knowing where your patients are, and providing ads that are based on what they are looking for.

Other industries use Remarketing to re-target customers that have already been to your website, as well as bringing in new potential visitors. And with dynamic remarketing you have the ability to create dynamic ads based on a visitor’s search history.

Our PPC team will be using this tool for dental practice campaigns to connect with potential patients who may have spent some time on the dental implant page and providing a targeted advert on other websites they might visit. This can be a very powerful tool to tempting them back to your website and taking action, such ascalling the practice.

These resolutions will help get you motivated to revisit your paid search campaigns, and take them to the next level for the New Year. Here’s to a great 2016 for PPC!

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