Looking to take your campaign from mediocre to great? Losing money to profitable? All you truly need is one big idea to turn the tides of your campaign to make it successful.
To compete in the online world, you need to know the basics. To dominate, you have to be better than everyone else. These days, most large advertisers have a fairly step by step approach when it comes to managing paid search campaigns. They use their experience and knowledge from previous events to dictate what should be done in certain situations.
As long as other factors don’t change, this type of thinking is good to maintain an account, but for growth and true success, you need to come up with a big idea that will vault your search campaign to the next level. A big idea would be one that has a significant impact on your overall account. It could increase your conversions by 20% or maybe even increase profitability by 200%. Whatever the impact is, it should be BIG.
Getting that idea is a bit more tricky, and can be easier to find for some campaigns than others. For instance, if you’re currently hitting target metrics but you’re only advertising on Google, then you’re big idea might just be to expand out to Yahoo or MSN. However, if your campaigns are platueing and you’ve done everything you can think of, then you need to take a different approach.
Think big and think different. Is everyone in the vertical doing X? If so, then take a look at Y and see if you can make it work for the campaign. Something I am always looking out for are two or more ideas that can be used together, but slighly differently to create a new idea. Separately, each might make a small impact on your campaigns, but together, they could have a huge impact on the performance. Another way to think differently is to look at other verticals. It’s easier to do this if you’re already managing campaigns for different verticals, but if not, start researching what advertisers are doing in another category and see if it can be done for your campaigns. Maybe the idea isn’t even in search. It might be that something that works in the offline world can be modified to also work online.
Whatever your big idea is, start off with a small test to see if it works. If it’s successful, scale it as much as possible. With many good ideas, eventually, other people will catch on and then it either will stop being profitable or at the very least, won’t work as well (remember how much more profitable AdWords was before it really caught on?). All you can really do at that point is continue utilizing the idea to maintain efficiency and find your next big idea.
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