In the spirit of St. Patrick’s Day and March, the luckiest month of the year, our team here at Clix all dialed in on marketing practices that we have seen great success (or luck, pun intended) across all PPC platforms:
Abby:
[1] We had good success with testing LinkedIn Document Ads for several clients! We’re looking forward to these eventually being rolled out to more than just Mobile devices so they can have more exposure and so we can better compare campaign performance against other campaign types.
[2] We also experimented quite a bit with Broad match keyword testing in Google Ads. We tend to set up experiments for these tests; we figured with Google recommending Broad match keywords with automated bidding it was time to give it a try. We saw some success, especially with Brand campaigns.
[3] We’ve also been able to enhance our already very thorough competitive analysis process with Google’s roll out of the “See more ads” feature:
Kristin:
[4] Experiments – While some people are lucky, why leave your campaigns up to chance? Know your exact results with experiments. I run these as often as I can to keep gaining learnings and testing new things. Some win, some lose but you never know unless you try!
[5] Broad Match & Bid Strategy Testing – these are among my favorite experiment in Google because they (often) work and it shows our clients that they do. We’ve seen it work so well that we even worked with Google to create a case study surrounding the results we saw with one of our clients.
[6] CTAs – Don’t get stuck in a “learn more” rut. Try out something new in your copy, images and buttons. Need some help thinking of ideas? I’ve outlined some for you in my last blog post.
[7] Testing new channels – I’ve been seeing some great success from diversifying and not being afraid to try some new things in new channels. I worked ahead with some clients to get test budgets approved so that we could plan ahead. It gives our clients great new exposure and opportunities they wouldn’t have considered before. I keep a channel expansion deck up-to-date to be able to easily pull some slides together to share with clients quickly and easily.
Amanda:
[8] I’ve found success with Performance Max (PMax) campaigns for one of my clients to promote one of their main product offerings on Google Search. The setup is pretty simple as long as you have static images, text copy, and a few video assets alongside a company logo image! Used in tandem with standard Responsive Search Ads (RSA’s), it has deemed quite successful in Q4 of last year moving into the new year!
[9] Updating audience lists in social and search channels helps your audience stay fresh and not hit a wall. I’d recommend asking your client team in advance since usually this data has to be extracted from another team from their CRM or if you’re in an internal team start gathering customer lists in advance before you want to refresh since audience lists typically can take up to 48 hours to build once uploaded to channel.
[10] Cross-channel testing for brand awareness and lead generation efforts especially helps new brands or companies who are new to that channel with advertising understand where and how their audience engages with their offering. Sometimes it’s worth testing TOFU and more MOFU/BOFU tactics to see if it’s the content or segmenting audiences out for a more ABM approach to targeting
John:
[11] Sleeping on Google Ads Discovery campaigns? Don’t. Discovery campaigns are one of my favorite toys as of late. Whether for prospecting, retargeting or custom audience targeting, they just get the job done.
[12] Don’t sacrifice the efficiency (and data) of traditional search campaigns for the perceived allure of Performance Max campaigns. PMax is such a black box. Yes, it can work well. Yes, that’s likely the future of search advertising – like it or not. However, best practice dictates that you run both PMax and traditional search campaigns. Digital advertising pros agree.
[13] Lead gen forms on Meta Ads, LinkedIn Ads and Google Ads… grease the wheels for increasing conversion rates. ‘Nuff said.
[14] Taking the road less traveled with how you use images in your campaigns? By that I mean doing the bare minimum… like using only a 1200×628 image for Meta Ads or LinkedIn Ads. Or only using 1 square and 1 rectangle for Google responsive display ads. Open things up! For Meta and LinkedIn use all of the available sizes to maximize (and optimize) how your ad appears across various placements and devices – add 1200×1200 (square), 1200×628 (rectangle) and 628×1200 (vertical)! Diversify sizes and what you show in your images to make the best looking and performing ads as possible.
Leave some of your ‘lucky’ marketing tactics in our comments and Happy St. Patrick’s Day from the team at Clix!
