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10 Best Search and PPC Planning Methods

10 Paid Search and PPC Planning Best Practices

Reviewing pay-per-click best practices is a great way to keep up with trends and improve performance. Especially now that the advertising world is handling more changes than ever.

As your business strategies and goals have evolved over the past 18 months, it is an opportunity to revise your paid media plan to ensure that your strategy is in line with PPC best practices.

As you review, you will also find new strategies and features to incorporate into your paid search engine.

Here are 10 best practices for PPC to help you adjust and plan for the coming months.

1. Budget review and optimization

Some advertisers get stuck and forget to review and re-evaluate the distribution of their paid media budgets.

To make the most of budgets, consider the following:

Reconcile your planned versus consumption for each account or campaign on a regular basis. Depending on the budget size, monthly, quarterly or semi-annually will work as long as you can hit budget numbers. Should poor performance campaigns that have been optimized over the course of the year be eliminated at this point to free up budget for other campaigns? Is there additional traffic available to capture to get results for the winning campaigns? Competitive metric data can help and include search impression share and click share. If other paid media channels have mediocre performance, does it make sense to move those budgets to another? Can your business invest more in the total paid search and the paid social budget the positive campaign results?

Review new features in Google Ads and Microsoft Ads

This year offers new great features in the search ad platforms, so we can focus on more important things like optimizing audiences and adding new ad extensions.


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Do not overlook these new features; some are in beta but coming soon:

Video Extensions: Microsoft Ads released video extensions that appear next to an ad as a thumbnail and expand to a full video when clicked. Multimedia ads: A new responsive ad format in Microsoft Ads, it combines advertisers’ creative ad assets such as images, headlines, and descriptions using machine learning to create engaging, eye-catching ads.

While exploring new features, check out some hidden PPC features you may not be familiar with.

3. Test new platforms

Testing new paid channels is one of the most important best practices you need to know.

Go beyond your comfort zones in Google, Microsoft and Facebook.

Here are a few other advertising platforms to consider testing:

LinkedIn: Most suitable for professional and business targeting. LinkedIn audiences can also be reached through Microsoft Ads.Pinterest: Products, services, consumables with a female-focused goal. Snapchat: Younger demographic (13 to 35), video ads, app installations, filters, lenses.


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Need more detailed information and even more ideas? Learn more about the Top 8 PPC Ad Networks and Top 5 Google Ads Options.

4. Visit keyword types again

Recently, Google made changes to keyword match types, including the discontinuation of broad-matched modifier (BMM) and the expansion of the phrase match range.

These changes may lead to a decrease in traffic in current BMM keywords and an increase in current phrase match keywords.

New BMM keywords cannot be added to your account now. While it is not necessary to convert BMM to phrase match, now is the perfect time to visit your campaign type types considering the changes and past performance.

Critical of your strategy:

Review the technical keyword changes and find out if this may affect your account in terms of dense variations or changes in traffic volume. Upgrade everything you need to know about Google Phrase Match as it has evolved and changed over the years. reports more often for irrelevant keywords that may show up with match type changes. Incorporate these into matching type changes or negative keyword lists as needed.

5. Test additional features

If you have not already done so, another feature to consider with great impact is the audience network in Microsoft Ads. It’s AI driven and can add a punch to your current search campaigns.

The secret is its analysis of billions of target audience intentional signals from Microsoft properties (including billions of Bing searches, MSN, Outlook, Skype and LinkedIn). This results in highly relevant in-market listings that can reach applicants right at the time they want to make a purchase.

When you search on more than 200+ market categories, you will also see a list size for the users, which is extremely useful for planning.

Learn more about getting started on the Microsoft Ads Audience Network.


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Target groups integrated with search

Be sure to review the audiences you selected last year, especially if you have tested the audiences in # 5.

First, many more audiences have been added by both Google and Microsoft.

Some additional “features” found in the settings that automatically expand your audience may be useful, but keep an eye out for any degrading performance over time in:

Remember, an audience is simply a list of users grouped by interests or behaviors online.

Therefore, there are unlimited ways to mix and match these audiences and goals per. Sales funnel.

Here are a few opportunities to explore and test:

LinkedIn targeting: Exclusive to Microsoft ads. Detailed demographics: Marital status, parental status, housing ownership, education, household income. Market and custom intent: Searches and online behaviors that signal queue signs. .


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Note: This varies by campaign type and appears to be updated frequently, so make this a regular checkpoint in your campaign management for all platforms.

7. Learn to use scripts

PPC managers can learn to automate repetitive tasks on their Google Ads accounts using scripts added to the account.

Navigating through the world of scripts may seem overwhelming, but a great place to start is a post here on the Search Engine Journal that provides utilities and resources to get started with scripts.

Fortunately, you do not need a PhD. in computer science – there are plenty of resources online with free or template scripts.

Google also holds workshops across the country for training.

8. Preparing for voice search

You may not get a large number of voice searches yet. Most advertisers are not.

It seems that the popularity of voice search has not moved fast and furious, but it is still important to keep up with trends.

Be prepared to respond to information, voice seekers search or negative the irrelevant searches from.


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Learn more about the basics of 4 steps to prepare your PPC campaigns for voice search, including how to identify voice search queries.

Review this activity regularly to determine if there are valuable keywords to add to your account or as a new campaign.

For example, if you notice multiple navigation voice searches like “sushi restaurant near me,” you might consider creating a campaign to hyper-target those trying to find you.

You can e.g. Try ads and landing pages with easy access to e.g. Reservations, directions, hours and parking.

9. Reassess how you report

Have you been using the same earnings report for years?

It’s time to re-evaluate your essential PPC key figures and replace or add this data to your reports.

There are two major resources to starting this exercise:


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Both Microsoft Ads and Google Ads have “Summary” pages that provide a few handy graphs if you need them in a pinch.

Your goals for re-evaluating reporting are:

Are we still using this data? Can the information we use be used? What new metrics should we consider adding that we have not thought of? How often do we need to see this data?

Adding new data makes no sense unless it is convenient and will be used to make decisions about the account. Do not waste time adding more data simply for the sake of it.

10. Seek cooperation

If the PPC wheels keep spinning but go nowhere, it’s time to step back to seek out friendly resources and other opinions.

Much of the skill and science in PPC management is unique to the individual or agency, so there is no shortage of ideas to share between you.

You can visit the Paid Search Association, a resource for paid ad managers worldwide, to make new connections and find industry events.


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Also check out e-books, Twitter experts and industry publications for resources and tips for motivation.

More resources:

Image credits

Featured image: Sammby /
Screenshot taken by the author, July 2021

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