To design innovative PPC campaigns, brands must be patient with testing and budgets

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 13, 2021, 4:34 PM UTC

Brands must avoid the kneejerk reactions and wrap up campaign testing just days into it.

When it comes to PPC campaigns, it is essential for brands to think creatively and outside the box. It is equally crucial that brands prepare to take risks and allocate a certain section of their budget, ideally 10% to 20%, to test new ideas.

Brands need to begin by setting testing timeframes for innovative PPC campaigns. Ideally, brands should run their tests for 30 to 90 days, depending on tests’ scope and data significance. Along with testing, brands must be okay with a managed degree of “waste” in their budgets, dedicated to campaign innovation.

This is important since testing an ad network algorithm involves budgets that work across multiple channels. Additionally, brands must document their data and their strategy to create a framework for new ideas. 

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