We can barely believe we're already midway through January of 2023! To help you to prepare your Paid Marketing for what's set to come, our Associate Director Sarah has got in early with her key predictions for PPC in 2023...
All of these optimisations should be with the aim of regaining control within Performance Max and Shopping campaigns and giving back to the power to still affect performance with the data being input into these campaigns.
A prediction not just for 2023 (or just for PPC either!), this has been a big talking point every year. However, similar to the prediction above, it is about what you’re feeding the automation that will make all the difference to performance and where you can keep an element of control. A huge part of PPC management as we move into 2023 will be around testing creative, in the form of ad copy, imagery & video. Testing allows for so much additional data to then make informed decisions on the direction of strategy.
A top priority for the first half of 2023 is moving to GA4 to ensure you’re collecting as much data as possible to support activity not only through paid activity but your other marketing channels too.
A big tip this year if you haven’t yet done so, is to use Google Ads conversions tracking, rather than importing your Google Analytics conversion data. Google Ads conversions are also needed to implement enhanced conversions.
Control what you can, at all costs. Whilst platforms take away so much as a result of automation, hold on to what you can still control to leverage performance and make the data and assets the best they can possibly be, for the automation to work as effectively as possible.
Buckle up! If 2022 was anything to go by, the real winners of 2023 will be those who remain agile and work with the updates to features and solutions as they are thrown our way.
If you're looking for a fresh take on your PPC Management in 2023 you can get in touch with our team using the button below!