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  • Article by Lisa Raehsler


Another year is quickly approaching.

That means now is the perfect time to review current PPC best practices to start improving your performance.

Lisa Raehsler suggests that there are opportunities to revisit the dependable PPC best practices but even more opportunity to implement new ideas into your program.

Get ready to rock PPC in 2019!

1. Review New Features in Google Ads

Another year, another Google deadline.

All Google Ads advertisers must switch over to the new ad experience by October 25.

This change is introducing a number of exclusive features only available in the new experience.

Don’t overlook these new features of note in Google Ads:

  • Promotion extensions: Showcase products with a dollar or percentage discount. These can be added to the account down to ad group level. This is great option for advertisers who have been using sitelinks or ad copy for promos. The promotion extensions stand out more and take on a “coupon” look.

  • Bid adjustments for phone calls: Increasing bid adjustments on ads with call extensions can drive those ads to be served more often. Check the number of ad impressions and call impressions to see if this is necessary.

  • Outstream video campaigns: Mobile-only video ads served outside of Google and YouTube only on partners sites or apps.

2. Test New Platforms

OK, PPC marketers, listen up!

Testing new paid channels is one of the most important best practices you need to know.

Go beyond just Google, Bing, and Facebook in 2019.

Here are few other advertising platforms to consider and try out:

  • LinkedIn: Most appropriate for professional and business targeting.

  • Pinterest: Products, services, consumer goods with a female-focused target.

  • SnapChat: Younger demographic (13 to 35), video ads, app installs, filters, lenses.

3. Mobile Preference

For years, we’ve seen the usage of mobile devices for search increase.

Now we have arrived at a do or die moment for businesses.

It’s time to customize your mobile ad experience.

This goes beyond a PPC best practice.

PPC marketers who ignore mobile risk wasting paid budgets and losing opportunities to reach their target market.

Start by assessing the volume of traffic coming from mobile devices in PPC.

This simple chart is available in the new Google Ads interface to get a snapshot of performance by device. Bing Ads offers a similar view.

This advertiser is seeing 58 percent of conversions coming from mobile phones (bottom blue bar) with the lowest cost per conversion.

This data can be analyzed at the campaign level to determine if the bid should be adjusted based on device.

Try to make changes in 10 percent increments or a small level to determine how the changes might impact the bottom line.

Original article by Lisa Raehsler on

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