As you settle in to 2022, you may be looking at ways to revamp your marketing strategy to align with your goals for the New Year. Refreshing your PPC ads is a great place to start. At the end of the year, you were likely focused on holiday deals and New Year’s specials to drive up revenue. With the start of a new year, it’s important to recalibrate and adjust your PPC ads to reach the right audience at the right time. Here’s a look at the steps you should take to refresh your pay-per-click advertising.
Reassess Your Keywords
After the holidays, consumers aren’t as eager to spend money, and they certainly are not looking for holiday deals and specials. If you were targeting holiday gift-themed keywords earlier in the winter season, now is the time to pause those keywords and pivot your landing pages to match.
Review Holiday Ad Performance Metrics
While it is time to take down holiday-themed ads if you have not already, there are still some lessons to be learned from those ad placements. Most businesses see a surge in sales through the holidays, so you may have lots more data showing you which types of ad copy were most effective in capturing the attention of your target audience. You may also have new insight on which products or services are gaining the most interest. Use this data to refresh your future ads so that you can continue seeing a strong performance through the first quarter of 2022.
Adjust Your Budget
You may have ramped up your PPC budget during the holidays, but you may not need as much visibility now that you are not running as many specials and promos. If you don’t want to reduce ad spend, you can reallocate your budget to focus on retargeting, which will let you foster more connections and see conversions with those who were introduced to your brand during the holiday season but have not yet made a purchase.
Nail down your PPC strategy with help from the digital marketing pros at Leverage Marketing. We can help you master Google and Facebook ads to make the right impression on your target audience. Connect with us today to schedule a strategy call.
