Go Fish Digital contributor Melissa has shared five tips for optimizing your PPC campaigns during the new normal.

Borto says, “Since we are continuously adapting to “the new normal” and select industries are slowly re-opening their doors, it’s important to pay close attention to your pay-per-click campaigns to identify any external changes that could significantly impact metrics. Here are a few optimization tips that will guide you to take a more data-driven approach moving forward.

1. REVIEW AUCTION INSIGHTS WEEKLY

Auction insights data is a great way to quickly get information on your competitors. It not only gives you the specific competitors that have overlapping keywords, but it also provides you with the impression share and overlap rate. Why is this important? Well, if we notice new competitors entering auction insights, this could mean a few things: higher CPCs, a lower impression share, and the need for a keyword, ad copy, and bid strategy review.

It also gives you the information needed for third-party tools like SEMrush and Ahrefs, so you can see how competitors are changing their PPC strategy. If we can pinpoint which companies are re-entering auction insights, we can make data-driven decisions to stay competitive on the SERP”.

5 Tips for Optimizing Your PPC Campaigns During the “New Normal”

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