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Mastering Paid Media (PPC) Campaign Management: Best Practices for Businesses of All Sizes

Jul 19, 2023

Are you ready to take your paid media campaigns to the next level? Knowing the Paid Media (PPC) Campaign Management fundamentals will help you explore, test, and master the best practices that can drive success for businesses of all sizes and budgets.

Paid media campaigns allow you to target specific audiences, increase brand visibility, and drive valuable traffic to your website with control and accountability. If you're setting up paid media campaigns for a small business or startup, a medium-sized company, or a large enterprise, you can increase the efficiency of your program for better return on ad spend (ROAS), as well as prove your value to more people within your company, by incorporating these practices into your marketing program.

Understanding paid media campaign management

Before we delve into the best practices, let's start by understanding the fundamentals of paid media campaign management. Paid media refers to advertising channels where you pay for each click, impression, or action taken by the user. This includes popular platforms like Google Ads and Facebook Ads, among others.

To effectively manage your paid media campaigns, you need to define clear goals and key performance indicators (KPIs) that align with your business objectives. Are you aiming to increase sales, generate leads, or boost brand awareness? Establishing these goals will help you measure the success of your campaigns accurately. You also need to have a deep understanding of your audience to present your products and services in a way that shows them you understand their business and professional goals.

Best practices for small businesses paid media campaigns

For small businesses with limited budgets, allocating resources wisely is mandatory. Creating a digital marketing budget requires careful planning and strategic thinking. Here are some steps and strategies you can follow:

Assess past performance

Look at the performance of past marketing efforts. Which strategies gave you a good return on investment (ROI)? Where did you spend money but see little return? This historical data can provide insight into what strategies are most effective for your business.

Allocate funds to different channels

Depending on your target audience and goals, you will want to distribute your budget across various digital marketing channels. This can include social media advertising, search engine optimization (SEO), content marketing, email marketing, pay-per-click (PPC) or paid media advertising, and more. Remember, diversification is key to reaching your audience in different stages of the customer journey.

Factor in costs for tools and resources

Don't forget to account for necessary marketing tools or resources in your budget. This can include social media management tools, email marketing software, analytics tools, content creation, and possibly outsourcing certain tasks to experts.

Make adjustments based on testing

Digital marketing doesn’t just enable constant testing and analysis, it requires them. Allocate some budget for testing different strategies and tactics. Constantly measure the results against your objectives and adjust your strategy and budget as needed. Use tools like Google Analytics, Facebook Insights, or other metrics tools to monitor your campaigns.

Put time and money aside for learning and development

The digital marketing landscape is constantly changing, so stay up-to-date on the newest innovations and processes that will help your small business. Consider setting aside some budget for training or conferences to ensure you can utilize newly available tools that will help increase the efficiency and effectiveness of your marketing.

A successful digital marketing strategy for a small business needs to be flexible and adaptive. No matter how well you plan, you'll likely need to make adjustments as you go along. Regularly review your spending, measure your results, and don't be afraid to reallocate funds if necessary.

Paid media strategies for medium-sized businesses

Marketers at medium-sized businesses should always keep a close eye on the ROI of their marketing efforts to find every opportunity to increase performance and to help guide future investments. This ensures that your marketing budget grows in a way that is sustainable and effective. Always be testing, measuring, and refining your strategy and budget allocations based on the results. Your growth should be a guide to your evolving marketing strategy rather than a reactive force. Here are several strategies to consider as you compile a budget for your medium-sized business:

Identify your most profitable channels

Not all paid media channels perform equally for all business sizes. Analyze your past campaigns to understand which channels delivered the highest return on ad spend (ROAS). This could be Google Ads, Facebook Ads, LinkedIn Ads, or even newer platforms, like those offered through programmatic advertising. Once you identify these, consider allocating a larger portion of your budget to these high-performing channels.

Leverage advanced targeting

Use the advanced targeting capabilities of paid media platforms to more accurately reach your most valuable audience segments. This includes demographic targeting, interest targeting, and behavior targeting. You can also use retargeting to reconnect with individuals who have interacted with your business before but did not convert.

Create compelling ad creative

Your ad copy and visuals play a crucial role in your ad's performance. Invest in professional design and copywriting to create compelling ads that resonate with your target audience and drive them to take action.

Perform regular A/B testing

Build A/B testing into your annual plan across all your marketing channels to optimize your program at every level. Regularly test different ad elements (like headlines, images, calls to action, etc.) to identify what works best. Use these insights to continuously optimize your ads and improve your ROAS, as well as provide valuable information to other groups within your business, like sales and SEO teams.

Invest in advanced analytics tools

Medium-sized businesses often have access to a large amount of data. Using advanced analytics tools can help you extract valuable insights from this data and use it to improve your paid media strategy.

Experiment with new ad formats and platforms

As your business and budget grow, consider experimenting with new ad formats (like video or interactive ads) and platforms. This can help you reach new audiences and potentially discover an untapped source of engagement that converts better than the traffic you are getting from your traditional paid media channels.

Remember, a high ROAS is not just about spending more money on ads; it's about spending your money more effectively. Always focus on the return you're getting on your investment, rather than just the cost or the reach of your ads. As your data sets expand with the growth of your business, use analytics as a guide to increase the success of your campaigns, as well as to create better-performing content on your website to benefit SEO.

How large businesses can get the most from paid media

Managing digital marketing at a large or enterprise-level business brings the pressure to create paid media plans that not only perform, but that innovate and stand out in what can be a crowded field of competitors. Here are some ways to ensure your large business paid media campaigns are connecting with the right audiences while having a valued impact on your business.

Invest in advanced martech tools

With the growth in business size, the volume of marketing data also increases significantly. Advanced marketing technology (martech) tools, such as AI-powered analytics, customer data platforms (CDPs), and marketing automation tools can help manage and leverage this data effectively.

Implement omnichannel strategies

Large businesses typically have a presence on multiple marketing channels. Implementing an omnichannel marketing strategy ensures a cohesive customer experience across all these channels, so you can meet your audience on their terms to engage at the right time and in the right way.

Make more data-driven decisions

Given the volume of customer data your large business likely has, there's an opportunity to leverage this data to more accurately drive successful marketing decisions. This includes utilizing predictive analytics, customer segmentation, and personalization to enhance marketing effectiveness.

Leverage AI and machine learning to automate

AI and machine learning are being utilized by everyone from individuals to global enterprises to create the types of efficient programs that can be automated at a scale that can help your large business. These technologies provide enhanced predictive analytics, personalization, chatbots, and automate repetitive tasks, freeing up your team for more strategic work.

Integrate marketing and sales efforts

Large businesses often have separate marketing and sales teams, and if they aren’t already working towards common goals and utilizing common reporting, there is opportunity to add efficiency and get better results. This can involve adopting account-based marketing (ABM) strategies, improving lead qualification processes, and ensuring clear communication between the two teams through closed-loop reporting.

Remember, while the budget and resources for digital marketing are often larger in enterprise-level businesses, it's important to maintain a strategic, ROI-focused approach to ensure that these resources are being used effectively.

The value of an ads account audit

No matter the size of your business or budget, regularly auditing your ads should be built into your annual plan, and used to inform everything from strategy to your KPIs. By identifying areas of improvement and uncovering inefficiencies, you ensure that you're maximizing the potential of your paid media campaigns. Turn this information into action items for optimization of your programs so that you can see a more immediate positive impact. Knowing the key elements to evaluate will help you better understand and assess factors like campaign structure, keyword selection, ad copy relevance, landing page experience, conversion tracking, and budget allocation.

Increase the impact of your paid media ads

You're now armed with the knowledge and best practices to excel at paid media campaign management, with some ways you can also plan for future growth. Remember, regardless of your business size or budget, these strategies can help you tell your story, even if that story includes complicated products or services and multiple audiences.

Embrace continuous optimization, adapt to industry changes, and don't hesitate to seek professional support when needed. Get in touch with us today, and we can discuss a paid media marketing plan that is specific to your business size and needs.