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10 Reasons You Need A Long-Term Content Strategy

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10 Reasons You Need A Long-Term Content Strategy

It’s no secret that content is time-consuming.

However, some marketers are so focused on whittling down that time, on cutting corners just to “get something out,” that they ultimately end up losing out.

What do they lose?

The power inherent in high-quality content helps you:

  • Rank in Google.
  • Build trust with consumers.
  • Earn leads.
  • Convert leads.

Rushing content, meanwhile, gets you the opposite.

Marketers who view content marketing as a sprint rather than a marathon think they can write 20 short, low-quality blog posts, slap them online, and call it done.

Unfortunately, this is a recipe for major content failure.

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For content to succeed – truly succeed, with the rankings, engaged readers, and conversions to prove it – you need to play the long game with your content marketing.

You need to come to terms with the realization that it may take anywhere from six months to a year (or even longer, according to one study) to get your content ranking well.

You need to understand that your target audience is comprised of humans who need to be nurtured and respected continually over time if you want their trust and, ultimately, their buy-in.

You need to fully own that good content cannot be created in a rush. Great content takes even longer, but great content gets results.

Let’s get deeper into why you should be playing the long game with content.

Why Focusing On A Content Marathon, Not A Sprint, Is A Good Thing For Your Marketing

Think about a footrace for a moment: It’s pretty brutal, right?

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To win a footrace, you don’t necessarily need technique or style; you just need speed (at least until you become a professional track athlete, at which point style and form are critically important).

Because of this, the winner of a footrace isn’t necessarily the best runner in the group. Put that same winner into a 10 km and he’d likely burn out at the beginning, right? I bet you see where I’m going with this.

The same thing applies to content.

While anyone can sprint in a general direction towards the finish line with crappy content and poorly thought-out content strategies, not every marketer can devise an effective, long-term strategy for actually consistently ranking well with content.

This is the main reason that the long-term content strategy is so much better than a short-term content strategy.

In addition to being more sustainable, the long-term approach is also wiser and more fully thought out.

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In the words of Tim Ferriss, “There will always be a need for high-quality, and there will always be a need for long-form.”

While short-term content strategies seek to produce instant and short-lived results, long-term content strategies allow marketers to bond with their audiences, build their voice, provide real value, and rank in an authentic and sustainable way.

Because of this, marketers who create long-term content strategies often publish more effective content, build bigger audiences, and garner more shares across the board.

10 Reasons Long-Term Content Strategy Is Better

1. It’s A Better Use Of Your Money And Resources

Imagine going on a diet to lose weight. For two weeks, you eat only whole, clean foods and you exercise for two hours a day.

You feel great and – hey! — you lose weight. At the end of that two weeks, however, you stop exercising and go right back to your old diet habits.

What happens?

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Of course, you gain all of the weight back, and your guise of physical fitness takes a nosedive.

Not surprisingly, the same thing happens with content. Regardless of what you’re doing, content marketing takes money and resources.

If you’re paying someone to flood your accounts with content for two weeks and then laying off your strategy entirely, you can bet not only will your strategy be ineffective, but it will also be a waste of your money and resources.

Instead, you’re much better off allocating your resources to a long-term content strategy that will build readers over time and help you maintain steady levels of traffic and clicks over months or years.

Instead of wasting your resources, this funnels them right back into your company and ensures that you’re building value while also establishing a solid foundation of lasting, relevant content.

2. Long-Term Content Engages Readers

To keep readers interested and engaged for an extended period, you need to offer them comprehensive, in-depth content that helps them address their concerns and solve problems.

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And that means long content, in terms of word count per article.

Don’t think just because we live in an age where attention spans are short that long-form content won’t do well. In fact, it’s quite the opposite. 

An Orbit Media survey found that bloggers who write longer posts (anything over 1,500 words) get better results.

Why does long-form content perform so well as part of a long-term content strategy?

In addition to providing outstanding value for readers, long-form content also allows your company to build authority and establish dominance by showcasing your knowledge on relevant topics in your industry.

3. Content Changes All The Time

As search engines and readers progress, the demand for quality, informed, relevant content increases all the time. Because of this, a long-term content strategy is the best possible weapon.

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Designed to insulate marketers against change and help them maintain their traffic and readership despite changing SEO, content, and marketing requirements, long-term content marketing allows space for the strategy to absorb and adapt to changing trends. This ensures more effective content and a more adaptive strategy that doesn’t have to scramble to keep up.

4. Long-Term Content Is Synonymous With Cornerstone Content

Every good house needs a solid foundation, and every good marketing strategy needs cornerstone content to provide long-lasting value and relevance to readers.

Cornerstone content is long-term content that might not draw a huge number of clicks right off the bat but remains valuable for months or years after the publishing date.

Think of it as a down payment toward your own business.

In fact, if you look at the aforementioned Tim Ferriss’s blog, you’ll notice most of his most popular blog posts were written up to two years ago. How’s that for an effective long-term strategy?

In contrast, short-term content strategies are largely aimed at ranking well for a specific keyword or phrase, so they all but neglect cornerstone content entirely.

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Unfortunately, this leads to a less valuable and less relevant website for users of all types.

For attracting long-term clicks and ensuring that a website’s readers are engaged, entertained, and consuming value at all times, cornerstone content becomes more of an essential than a luxury.

5. Long-Term Content Doesn’t Turn Off With A Hard Sell

In today’s marketing environment, there is virtually nothing customers hate more than being hard-sold.

Nobody wants to know why they can’t live without your product or why it’s critical for them to “buy now!”

More often than not, these approaches simply alienate customers and make it harder for your company to sell products naturally.

Unfortunately, the hard-sell is often a tone taken by short-term content.

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Because short-term content is insistent by nature, it’s tough to engineer it so it doesn’t push on your customers.

As a result, short-term content strategies run a high risk of alienating customers and making it more difficult to sell your products.

Long-term content strategies, on the other hand, do no such thing. Because they’re not designed to elicit an immediate response from readers, they seek to provide value and relevance rather than insistence and immediacy.

In other words, they succeed in explaining a problem, helping the audience handle the problem, and then inviting them to engage in a discussion about the problem.

This, in turn, is a fantastic way to nurture long-term customer relationships and ensure that your company continues to meet the needs of your clients.

6. Long-Term Content Strategy Is An Effective Way To Approach Current Events

Do you think writing about trending news and industry events makes you a short-term content strategist? Think again.

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Trending content-focused blogs are extremely important, and it’s a mistake to think of this as only a short-term strategy.

In fact, trending news can be critical to your long-term strategy, and can help you establish your website as the source for up-to-date and relevant industry news.

When you focus on using trending, to-the-minute news pieces as a way to enhance and strengthen your long-term content strategy, it’s easy to see how you can improve your brand presence and boost your business overall.

7. Long-Term Content Promotes Itself

Failing to promote your content is one of the most dangerous mistakes in the entire content marketing industry and, unfortunately, it’s one many marketers make.

While short-term content needs aggressive promotion to succeed, long-term content essentially promotes itself.

When you create high-quality, in-depth, well-researched, long-term content and push it out to your followers, it’s easy to rank well for your chosen keyword.

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Because long-term content is meant to garner clicks and shares over time, it’s a great way to build steady, long-term rankings that can boost your SERP placement and improve your standing over time.

8. Long-Term Content Is Good Content

One of the differences between long-term content and short-term content comes down to priority and intention.

As a general rule, people who commit to the pursuit and development of content for the long term are much more in love with content.

While all types of content are important, creating good long-term content requires a different mindset and series of priorities than creating short-term content.

Because of this, long-term content strategies often boast better content that caters more effectively to readers.

9. Long-Term Content Effectively Builds An Audience

When it comes to building an audience, you don’t want to aim for the largest audience possible. This will result in a massive but unengaged group of followers.

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Instead, you want to build an audience of people who are genuinely interested in your concept and your content and will engage with it actively when it comes out.

This is one of the areas in which long-term content strategy is so powerful.

Fewer people have the attention span for long-term (or long-form) content today, and by making it a large part of your content strategy, you can build a better audience and earn more qualified leads.

10. Long-Term Content Is Best For SEO

SEO is a complex mix of strategies that companies need to succeed online.

In addition to optimizing content correctly, companies that want to use good SEO also need to ensure their content is high-quality, relevant, and useful to their readers.

While this can be difficult with a short-term content strategy, a long-term content strategy suits the goal quite nicely.

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In addition to the fact that long-term content is written with the reader in mind, it’s easier to target a group of keywords with a long-term content strategy than it is a short-term content strategy.

Finally, every piece of content written in a long-term content strategy goes to boost and improve SEO, contributing to more online visibility and more clicks to your website.

The Case For Long-Form Content Strategy

Treating content as a sprint rather than a marathon may seem easier at the outset, but it’s really just a quick way to stall out with content that doesn’t move the needle.

Good, results-driving content takes thought, time, and effort. It takes commitment to a long-term strategy because, by nature, content doesn’t work in the short term.

Ultimately, the time and commitment you invest in your long-term goals and strategy will pay off with higher dividends and a higher ROI. And that adds up to time well spent.


Featured Image: alphaspirit.it/Shutterstock

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Reddit Post Ranks On Google In 5 Minutes

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Google apparently ranks Reddit posts within minutes

Google’s Danny Sullivan disputed the assertions made in a Reddit discussion that Google is showing a preference for Reddit in the search results. But a Redditor’s example proves that it’s possible for a Reddit post to rank in the top ten of the search results within minutes and to actually improve rankings to position #2 a week later.

Discussion About Google Showing Preference To Reddit

A Redditor (gronetwork) complained that Google is sending so many visitors to Reddit that the server is struggling with the load and shared an example that proved that it can only take minutes for a Reddit post to rank in the top ten.

That post was part of a 79 post Reddit thread where many in the r/SEO subreddit were complaining about Google allegedly giving too much preference to Reddit over legit sites.

The person who did the test (gronetwork) wrote:

“…The website is already cracking (server down, double posts, comments not showing) because there are too many visitors.

…It only takes few minutes (you can test it) for a post on Reddit to appear in the top ten results of Google with keywords related to the post’s title… (while I have to wait months for an article on my site to be referenced). Do the math, the whole world is going to spam here. The loop is completed.”

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Reddit Post Ranked Within Minutes

Another Redditor asked if they had tested if it takes “a few minutes” to rank in the top ten and gronetwork answered that they had tested it with a post titled, Google SGE Review.

gronetwork posted:

“Yes, I have created for example a post named “Google SGE Review” previously. After less than 5 minutes it was ranked 8th for Google SGE Review (no quotes). Just after Washingtonpost.com, 6 authoritative SEO websites and Google.com’s overview page for SGE (Search Generative Experience). It is ranked third for SGE Review.”

It’s true, not only does that specific post (Google SGE Review) rank in the top 10, the post started out in position 8 and it actually improved ranking, currently listed beneath the number one result for the search query “SGE Review”.

Screenshot Of Reddit Post That Ranked Within Minutes

Anecdotes Versus Anecdotes

Okay, the above is just one anecdote. But it’s a heck of an anecdote because it proves that it’s possible for a Reddit post to rank within minutes and get stuck in the top of the search results over other possibly more authoritative websites.

hankschrader79 shared that Reddit posts outrank Toyota Tacoma forums for a phrase related to mods for that truck.

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Google’s Danny Sullivan responded to that post and the entire discussion to dispute that Reddit is not always prioritized over other forums.

Danny wrote:

“Reddit is not always prioritized over other forums. [super vhs to mac adapter] I did this week, it goes Apple Support Community, MacRumors Forum and further down, there’s Reddit. I also did [kumo cloud not working setup 5ghz] recently (it’s a nightmare) and it was the Netgear community, the SmartThings Community, GreenBuildingAdvisor before Reddit. Related to that was [disable 5g airport] which has Apple Support Community above Reddit. [how to open an 8 track tape] — really, it was the YouTube videos that helped me most, but it’s the Tapeheads community that comes before Reddit.

In your example for [toyota tacoma], I don’t even get Reddit in the top results. I get Toyota, Car & Driver, Wikipedia, Toyota again, three YouTube videos from different creators (not Toyota), Edmunds, a Top Stories unit. No Reddit, which doesn’t really support the notion of always wanting to drive traffic just to Reddit.

If I guess at the more specific query you might have done, maybe [overland mods for toyota tacoma], I get a YouTube video first, then Reddit, then Tacoma World at third — not near the bottom. So yes, Reddit is higher for that query — but it’s not first. It’s also not always first. And sometimes, it’s not even showing at all.”

hankschrader79 conceded that they were generalizing when they wrote that Google always prioritized Reddit. But they also insisted that that didn’t diminish what they said is a fact that Google’s “prioritization” forum content has benefitted Reddit more than actual forums.

Why Is The Reddit Post Ranked So High?

It’s possible that Google “tested” that Reddit post in position 8 within minutes and that user interaction signals indicated to Google’s algorithms that users prefer to see that Reddit post. If that’s the case then it’s not a matter of Google showing preference to Reddit post but rather it’s users that are showing the preference and the algorithm is responding to those preferences.

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Nevertheless, an argument can be made that user preferences for Reddit can be a manifestation of Familiarity Bias. Familiarity Bias is when people show a preference for things that are familiar to them. If a person is familiar with a brand because of all the advertising they were exposed to then they may show a bias for the brand products over unfamiliar brands.

Users who are familiar with Reddit may choose Reddit because they don’t know the other sites in the search results or because they have a bias that Google ranks spammy and optimized websites and feel safer reading Reddit.

Google may be picking up on those user interaction signals that indicate a preference and satisfaction with the Reddit results but those results may simply be biases and not an indication that Reddit is trustworthy and authoritative.

Is Reddit Benefiting From A Self-Reinforcing Feedback Loop?

It may very well be that Google’s decision to prioritize user generated content may have started a self-reinforcing pattern that draws users in to Reddit through the search results and because the answers seem plausible those users start to prefer Reddit results. When they’re exposed to more Reddit posts their familiarity bias kicks in and they start to show a preference for Reddit. So what could be happening is that the users and Google’s algorithm are creating a self-reinforcing feedback loop.

Is it possible that Google’s decision to show more user generated content has kicked off a cycle where more users are exposed to Reddit which then feeds back into Google’s algorithm which in turn increases Reddit visibility, regardless of lack of expertise and authoritativeness?

Featured Image by Shutterstock/Kues

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WordPress Releases A Performance Plugin For “Near-Instant Load Times”

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WordPress speculative loading plugin

WordPress released an official plugin that adds support for a cutting edge technology called speculative loading that can help boost site performance and improve the user experience for site visitors.

Speculative Loading

Rendering means constructing the entire webpage so that it instantly displays (rendering). When your browser downloads the HTML, images, and other resources and puts it together into a webpage, that’s rendering. Prerendering is putting that webpage together (rendering it) in the background.

What this plugin does is to enable the browser to prerender the entire webpage that a user might navigate to next. The plugin does that by anticipating which webpage the user might navigate to based on where they are hovering.

Chrome lists a preference for only prerendering when there is an at least 80% probability of a user navigating to another webpage. The official Chrome support page for prerendering explains:

“Pages should only be prerendered when there is a high probability the page will be loaded by the user. This is why the Chrome address bar prerendering options only happen when there is such a high probability (greater than 80% of the time).

There is also a caveat in that same developer page that prerendering may not happen based on user settings, memory usage and other scenarios (more details below about how analytics handles prerendering).

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The Speculative Loading API solves a problem that previous solutions could not because in the past they were simply prefetching resources like JavaScript and CSS but not actually prerendering the entire webpage.

The official WordPress announcement explains it like this:

Introducing the Speculation Rules API
The Speculation Rules API is a new web API that solves the above problems. It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation. This API can be used, for example, to prerender any links on a page whenever the user hovers over them.”

The official WordPress page about this new functionality describes it:

“The Speculation Rules API is a new web API… It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation.

This API can be used, for example, to prerender any links on a page whenever the user hovers over them. Also, with the Speculation Rules API, “prerender” actually means to prerender the entire page, including running JavaScript. This can lead to near-instant load times once the user clicks on the link as the page would have most likely already been loaded in its entirety. However that is only one of the possible configurations.”

The new WordPress plugin adds support for the Speculation Rules API. The Mozilla developer pages, a great resource for HTML technical understanding describes it like this:

“The Speculation Rules API is designed to improve performance for future navigations. It targets document URLs rather than specific resource files, and so makes sense for multi-page applications (MPAs) rather than single-page applications (SPAs).

The Speculation Rules API provides an alternative to the widely-available <link rel=”prefetch”> feature and is designed to supersede the Chrome-only deprecated <link rel=”prerender”> feature. It provides many improvements over these technologies, along with a more expressive, configurable syntax for specifying which documents should be prefetched or prerendered.”

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See also: Are Websites Getting Faster? New Data Reveals Mixed Results

Performance Lab Plugin

The new plugin was developed by the official WordPress performance team which occasionally rolls out new plugins for users to test ahead of possible inclusion into the actual WordPress core. So it’s a good opportunity to be first to try out new performance technologies.

The new WordPress plugin is by default set to prerender “WordPress frontend URLs” which are pages, posts, and archive pages. How it works can be fine-tuned under the settings:

Settings > Reading > Speculative Loading

Browser Compatibility

The Speculative API is supported by Chrome 108 however the specific rules used by the new plugin require Chrome 121 or higher. Chrome 121 was released in early 2024.

Browsers that do not support will simply ignore the plugin and will have no effect on the user experience.

Check out the new Speculative Loading WordPress plugin developed by the official core WordPress performance team.

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How Analytics Handles Prerendering

A WordPress developer commented with a question asking how Analytics would handle prerendering and someone else answered that it’s up to the Analytics provider to detect a prerender and not count it as a page load or site visit.

Fortunately both Google Analytics and Google Publisher Tags (GPT) both are able to handle prerenders. The Chrome developers support page has a note about how analytics handles prerendering:

“Google Analytics handles prerender by delaying until activation by default as of September 2023, and Google Publisher Tag (GPT) made a similar change to delay triggering advertisements until activation as of November 2023.”

Possible Conflict With Ad Blocker Extensions

There are a couple things to be aware of about this plugin, aside from the fact that it’s an experimental feature that requires Chrome 121 or higher.

A comment by a WordPress plugin developer that this feature may not work with browsers that are using the uBlock Origin ad blocking browser extension.

Download the plugin:
Speculative Loading Plugin by the WordPress Performance Team

Read the announcement at WordPress
Speculative Loading in WordPress

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See also: WordPress, Wix & Squarespace Show Best CWV Rate Of Improvement

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10 Paid Search & PPC Planning Best Practices

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10 Paid Search & PPC Planning Best Practices

Whether you are new to paid media or reevaluating your efforts, it’s critical to review your performance and best practices for your overall PPC marketing program, accounts, and campaigns.

Revisiting your paid media plan is an opportunity to ensure your strategy aligns with your current goals.

Reviewing best practices for pay-per-click is also a great way to keep up with trends and improve performance with newly released ad technologies.

As you review, you’ll find new strategies and features to incorporate into your paid search program, too.

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

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1. Goals

When planning, it is best practice to define goals for the overall marketing program, ad platforms, and at the campaign level.

Defining primary and secondary goals guides the entire PPC program. For example, your primary conversion may be to generate leads from your ads.

You’ll also want to look at secondary goals, such as brand awareness that is higher in the sales funnel and can drive interest to ultimately get the sales lead-in.

2. 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.
  • Determine if there are any campaigns that should be eliminated at this time to free up the budget for other campaigns.
  • Is there additional traffic available to capture and grow results for successful campaigns? The ad platforms often include a tool that will provide an estimated daily budget with clicks and costs. This is just an estimate to show more click potential if you are interested.
  • If other paid media channels perform mediocrely, does it make sense to shift those budgets to another?
  • For the overall paid search and paid social budget, can your company invest more in the positive campaign results?

3. Consider New Ad Platforms

If you can shift or increase your budgets, why not test out a new ad platform? Knowing your audience and where they spend time online will help inform your decision when choosing ad platforms.

Go beyond your comfort zone in Google, Microsoft, and Meta Ads.

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Here are a few other advertising platforms to consider testing:

  • LinkedIn: Most appropriate for professional and business targeting. LinkedIn audiences can also be reached through Microsoft Ads.
  • TikTok: Younger Gen Z audience (16 to 24), video.
  • Pinterest: Products, services, and consumer goods with a female-focused target.
  • Snapchat: Younger demographic (13 to 35), video ads, app installs, filters, lenses.

Need more detailed information and even more ideas? Read more about the 5 Best Google Ads Alternatives.

4. Top Topics in Google Ads & Microsoft Ads

Recently, trends in search and social ad platforms have presented opportunities to connect with prospects more precisely, creatively, and effectively.

Don’t overlook newer targeting and campaign types you may not have tried yet.

  • Video: Incorporating video into your PPC accounts takes some planning for the goals, ad creative, targeting, and ad types. There is a lot of opportunity here as you can simply include video in responsive display ads or get in-depth in YouTube targeting.
  • Performance Max: This automated campaign type serves across all of Google’s ad inventory. Microsoft Ads recently released PMAX so you can plan for consistency in campaign types across platforms. Do you want to allocate budget to PMax campaigns? Learn more about how PMax compares to search.
  • Automation: While AI can’t replace human strategy and creativity, it can help manage your campaigns more easily. During planning, identify which elements you want to automate, such as automatically created assets and/or how to successfully guide the AI in the Performance Max campaigns.

While exploring new features, check out some hidden PPC features you probably don’t know about.

5. Revisit Keywords

The role of keywords has evolved over the past several years with match types being less precise and loosening up to consider searcher intent.

For example, [exact match] keywords previously would literally match with the exact keyword search query. Now, ads can be triggered by search queries with the same meaning or intent.

A great planning exercise is to lay out keyword groups and evaluate if they are still accurately representing your brand and product/service.

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Review search term queries triggering ads to discover trends and behavior you may not have considered. It’s possible this has impacted performance and conversions over time.

Critical to your strategy:

  • Review the current keyword rules and determine if this may impact your account in terms of close variants or shifts in traffic volume.
  • Brush up on how keywords work in each platform because the differences really matter!
  • Review search term reports more frequently for irrelevant keywords that may pop up from match type changes. Incorporate these into match type changes or negative keywords lists as appropriate.

6. Revisit Your Audiences

Review the audiences you selected in the past, especially given so many campaign types that are intent-driven.

Automated features that expand your audience could be helpful, but keep an eye out for performance metrics and behavior on-site post-click.

Remember, an audience is simply a list of users who are grouped together by interests or behavior online.

Therefore, there are unlimited ways to mix and match those audiences and target per the sales funnel.

Here are a few opportunities to explore and test:

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  • LinkedIn user targeting: Besides LinkedIn, this can be found exclusively in Microsoft Ads.
  • Detailed Demographics: Marital status, parental status, home ownership, education, household income.
  • In-market and custom intent: Searches and online behavior signaling buying cues.
  • Remarketing: Advertisers website visitors, interactions with ads, and video/ YouTube.

Note: This varies per the campaign type and seems to be updated frequently, so make this a regular check-point in your campaign management for all platforms.

7. Organize Data Sources

You will likely be running campaigns on different platforms with combinations of search, display, video, etc.

Looking back at your goals, what is the important data, and which platforms will you use to review and report? Can you get the majority of data in one analytics platform to compare and share?

Millions of companies use Google Analytics, which is a good option for centralized viewing of advertising performance, website behavior, and conversions.

8. Reevaluate How You Report

Have you been using the same performance report for years?

It’s time to reevaluate your essential PPC key metrics and replace or add that data to your reports.

There are two great resources to kick off this exercise:

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Your objectives in reevaluating the reporting are:

  • Are we still using this data? Is it still relevant?
  • Is the data we are viewing actionable?
  • What new metrics should we consider adding we haven’t thought about?
  • How often do we need to see this data?
  • Do the stakeholders receiving the report understand what they are looking at (aka data visualization)?

Adding new data should be purposeful, actionable, and helpful in making decisions for the marketing plan. It’s also helpful to decide what type of data is good to see as “deep dives” as needed.

9. Consider Using Scripts

The current ad platforms have plenty of AI recommendations and automated rules, and there is no shortage of third-party tools that can help with optimizations.

Scripts is another method for advertisers with large accounts or some scripting skills to automate report generation and repetitive tasks in their Google Ads accounts.

Navigating the world of scripts can seem overwhelming, but a good place to start is a post here on Search Engine Journal that provides use cases and resources to get started with scripts.

Luckily, you don’t need a Ph.D. in computer science — there are plenty of resources online with free or templated scripts.

10. Seek Collaboration

Another effective planning tactic is to seek out friendly resources and second opinions.

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Much of the skill and science of PPC management is unique to the individual or agency, so there is no shortage of ideas to share between you.

You can visit the Paid Search Association, a resource for paid ad managers worldwide, to make new connections and find industry events.

Preparing For Paid Media Success

Strategies should be based on clear and measurable business goals. Then, you can evaluate the current status of your campaigns based on those new targets.

Your paid media strategy should also be built with an eye for both past performance and future opportunities. Look backward and reevaluate your existing assumptions and systems while investigating new platforms, topics, audiences, and technologies.

Also, stay current with trends and keep learning. Check out ebooks, social media experts, and industry publications for resources and motivational tips.

More resources: 

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Featured Image: Vanatchanan/Shutterstock

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