PPC has many components, constantly evolving with new technologies, feature enhancements, and tactical tips.

Today, our recommendations focus on the following key concepts for a fresh perspective or next-level optimizations.

  • Measurement: Conversion goals and analytics tracking.
  • Automation: Managing smart settings.
  • Ad types: Ideas to try or optimize.
  • Targeting: Using your first-party data.

Whether you are looking for optimizations to refresh your existing strategy or searching for entirely new ways to reach your audience, these PPC account areas are fantastic to explore and focus on now.

1. Conversion Actions

Measuring current goals and core initiatives is a baseline for your PPC strategy.

As the tracking in the ad platforms and analytics platforms gets more sophisticated, so do the number and type of actions that advertisers can track.

Typically, advertisers track several conversion actions per account.

For example, common PPC conversion goals include:

  • Transactions.
  • Online contact…

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