This motivational Monday covers PPC advice from industry veterans to succeed this holiday season

“The biggest mistake I’ve seen marketers make is lumping their
metrics together for their brand campaign and their other
campaigns. That’s a huge mistake, for a few reasons:

* Brand campaigns typically have very high conversion rates,
because they’re targeting people who are already highly familiar
with your company. This can boost your overall campaign
statistics, making your campaigns look far more successful at
customer acquisition than they really are.

* Brand campaigns fill a very different role than other PPC
campaigns. Brand campaigns aren’t about new prospect/customer
acquisition – they’re about defending the audience you’ve already
got.”

Adam Thompson, Director of Digital Marketing at ReliaSite

“It’s not much of a mistake, but the one thing that I did not
make the most of was the ad text. I originally started with
generic sales-y type ad copy, which means it was not very
engaging. PPC gives you the opportunity to be a little more
creative with your headlines, unlike SEO, so make the most of it.
This is a great time to showcase a new deal or product or even
show your witty side.”

Ryan Scollon, PPC Consultant

“One of the best tips regarding branded PPC campaigns is to use
custom audiences to limit who can see your branded search
campaigns. For example, you may want users who have previously
engaged with your brand to be served an ad via a branded search
campaign but might want to exclude users who have already
converted/become a customer. This can be done by setting up
custom audiences in Google Analytics and excluded them in your
branded campaign. By doing so, you can prioritize ad spend on
prospects searching for your brand (vs. existing
customers).”

James Bowen, Founder & CEO, Ripen Digital