How Small Businesses Can Improve PPC Management in 2022

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Managing paid advertising on Google, Bing, Facebook, and other social platforms can be tedious and time-consuming, especially when you don’t have the tools or expertise to manage your accounts manually. But there are ways to optimize your PPC management strategy in 2022 that will make this work easier and more effective. 

Here’s what you need to know about the new ways PPC managers can improve their strategies so they can keep their clients happy, their ads running smoothly, and their businesses thriving throughout the year and beyond!

Understand What’s Changed

The year 2021 has come and gone, leaving many companies wondering how to take their digital marketing efforts to the next level. With so much change happening on a global scale, it’s hard not to feel overwhelmed. However, there are many ways you can optimize your PPC strategy with PPC management services for success in 2022 if you know what changes have occurred thus far and what’s coming up next. 

Let’s review the changes quickly below:

  • Google is aggressively blocking bad ads by cutting off advertising networks that host such content and preventing advertisers from bidding on specific keywords that appear near inappropriate content.
  • More people are using smartphones as their primary device, and ads will soon be automatically inserted into emails, texts, instant messages, and notifications, so marketers should start thinking about app integration sooner rather than later.

The Importance Of Smartphones 

In the past, desktop computers dominated the internet. Now, mobile devices rule. In fact, 59% of all internet browsing happens on mobile devices. With this shift happening so quickly, it’s important that your small business optimizes its PPC strategy accordingly and takes advantage of these new changes. 

Here are five ways you can optimize your ppc management agency can help make your website more mobile-friendly:

  • Utilizing a diverse range of ad formats
  • Tailoring ads to be more mobile-friendly
  • Making sure ads are well optimized
  • Utilizing location extensions
  • Leveraging remarketing opportunities

An executive during a PPC management meeting

Prioritize The User Experience

The user experience is the most important aspect of any digital marketing campaign. PPC management services that prioritize their users will be able to provide better service and drive more conversions than those that don’t. 

Here are some tips from industry experts on how small businesses can ensure a great user experience:

  • Create ads that people will want to click on (no matter what keywords you’re targeting). This requires your ads to have compelling headlines and images, which will help with click-through and conversion rates.
  • Consider the purpose of your ad before optimizing it for conversion or CTR.
  • Include plenty of high-quality content on your landing page.
  • Create two separate ads to test against each other; one optimized for CTR, the other optimized for conversion rate.

Automate Where You Can

Organizing your time and resources is essential when managing your small business. Automating where you can, such as hiring PPC management services, will free up your time so you can focus on the work that matters most.

An illustration of PPC management

Invest In Long-Term Strategies

Long-term strategies can be expensive, but that’s where you need to invest your money if you want your business to succeed. The good news is there are plenty of ways to implement these strategies.

One way is by building a social media following and posting regularly. This will help drive traffic back to your site and make it easier for search engines to find you. Another way is by analyzing what your competitors are doing and trying to stay one step ahead of them.

You’ll need to research, but once you figure out how they’re ranking well on Google, it can be an effective strategy to follow in their footsteps. If researching is not your forte, consider hiring experienced PPC ad Management Services to do the work for you. These long-term strategies may take time before they pay off, so the more patient you are, the better off you’ll be.

A man viewing web analytics on a smartphone

Stay Up-To-Date On Changes

Search engine algorithms are constantly changing and evolving. To optimize your PPC strategy, staying up-to-date on any changes that might impact your advertising is important. Google has been rolling out updates rapidly, and keeping up with all the new features can be challenging, but it is worth the time investment. The more you know about how Google’s updates will affect your business’ website and marketing campaigns, the better prepared you will be when launching new strategies or making any necessary changes.

For example, Google rolled out its ad frequency targeting for Youtube campaigns. This update helps advertiser control how many times an ad is shown. The primary purpose of this update is to improve ad frequency without disturbing the ROI. Google realizes how frustrating it can be for viewers to view the same ad repeatedly. It also wastes the time and resources of advertisers, leading to fewer sales because the user usually tunes out before the ad gets to the point.

Guest article written by: The author is a digital marketer affiliated with Search Berg. His area of expertise is PPC management, and he helps small businesses overcome digital marketing challenges and offer solutions that’ll help turn leads into sales.