When it comes to marketing and promotions, paid search and PPC marketing are chosen by most businesses. While using these two marketing types, it’s important to regularly revisit your paid search strategy to improve campaign performance.

Search Engine Journal contributor Lisa Raehsler has shared 10 paid search & PPC planning best practices.

She says, “Here are 10 PPC best practices to help you adjust and plan for the months ahead.

1. Budget Review & Optimization

Some advertisers get stuck in a rut and forget to review and reevaluate the distribution of their paid media budgets.

To best utilize budgets, consider the following:

  • Reconcile your planned vs. spend for each account or campaign, on a regular basis. Depending on the budget size, monthly, quarterly, or semiannually will work as long as you can hit budget numbers.
  • Should poor performance campaigns, that have been optimized throughout the year, be eliminated at this time to free up the budget for other campaigns?
  • Is there additional traffic available to capture to grow results for the winning campaigns? Competitive metrics data can help and include search impression share and click share.”

10 Paid Search & PPC Planning Best Practices

Search Engine Journal

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