Tips on How to Survive PPC Management Fatigue
For those of us who live and breathe PPC Marketing and/or Online Marketing in general, we often need a break from the “day-to-day” grind and force ourselves to not to get too comfortable with our skills and the “rinse and repeat” strategic mindsets. That is why it's important to always pay attention and learn from our surroundings. Whether it’s a Radio Commercial or a Television Ad, there are untapped strategies all around us. In this post, I will discuss a few ideas on how to have a fresh mind when looking at PPC Marketing.
Don’t get bored with the same old Routine
How many times have we have used the same old “blocking and tackling” strategy from one client to another? It may be easy and cost effective, but it can also take a toll on our psyche. Isn’t the definition of insanity “doing the same thing over and over again and expecting different results?" So, with that said, try mixing things up a little. Whether it’s changing up the Display Network Strategies or even simply making aesthetical changes to presentations and processes.
Move outside the Google Planet
I have always been intrigued with the different platforms that are available to advertisers who are looking to increase conversions and drive qualified traffic (if executed properly). We must understand that there is a world outside the planet of Google, and they deserve attention. For example, the targeting abilities of Facebook Ads and LinkedIn Ads are very powerful, especially for those B2B advertisers looking to reach a very niche audience. Regarding other platforms that don’t get the same attention, but should, Trellian Direct Search and StumbleUpon Paid Discovery are worth looking at, especially for testing purposes.
Learn from other Platforms
The typical strategy for PPC Marketers (in my opinion) is to get the PPC strategy implemented on Google first, then migrate to Bing Ads. But what marketers should also do, is leverage the audience testing from platforms such as Facebook Ads and apply them to Display Networks such as Google. In a previous post on my search blog Semgeek entitled ”How Facebook Ads Can Help Your Next Google Display Campaign Strategy” I discussed the importance of leveraging all of Facebook's audience and demographic targeting abilities and applying them to Google Display Campaign.
Leverage various platform capabilities
Not all Search Engine Platforms are alike and each possess different targeting abilities and audiences. Even though Google controls the market, they cannot target Demographics within the Search Network like Bing Ads can. Facebook Ads and LinkedIn Ads provide even a deeper level of targeting such as Interests, Education Levels and even Marital Status. All I am saying is that the more options that are available to test and reach audiences, the better the chances for success.
Attend Search Marketing Conferences
Search Engine Conferences are a great resource for marketers at all levels and experiences. They provide valuable information, case studies, software solutions and insights from the experts. However, one of the best reasons to attend conferences is the ability to reflect on the accomplishments, success stories, setbacks, and challenges. This time away from the office is almost more valuable than the sessions. Conferences are also a great place to have a beer and catch up with old colleagues, as well as making new ones.
As mentioned before, PPC Marketers live a life of CTRs, CPC’s and ROAS’s and often do not get “out of the basement” enough to stay fresh and competitive. These few tactics mentioned above can help restart our creative minds and help PPC Marketers to continue to push the envelope. Hey, how can having a beer with a friend be a bad thing.
Most of the important things in the world have been accomplished by people who have kept on trying when there seemed to be no hope at all.
- Dale Carnegie