Essentials of a Successful Paid Media Strategy in 2022



A paid media plan is similar to a recipe in that it must be followed exactly as written. You have the ability to adjust individual elements to your preferences, but omitting one essential ingredient may affect the entire output...


I'll go through the six crucial things you'll need in your paid media plan this year if you want to avoid failure in this piece. They are as follows:


1. Benchmarks should be reviewed and reset.

2. Create a strategy that prioritizes the first-party experience.

3. Keep up with the latest tracking technologies.

4. Experiment with more paid media platforms.

5. As a steward of automation, you can make a difference.

6. Learn how to create responsive search advertising.


If 2020 was the start of what feels like an eternity of "extraordinary times," and 2021 was the year of major upheavals, who knows what 2022 may bring. However, based on current marketing trends, we believe you'll require the following six essentials.


1. Re-evaluate and re-set benchmarks


Sure, reviewing benchmarks and setting goals on a regular basis is a good idea. But it's time to go beyond the routine research we undertake to track campaign performance and look at it from a global perspective.


As I previously stated, 2020 marked the start of what appears to be an endless period of "unprecedented times," in the sense that most things have yet to return to normal. To borrow another cliché, most of us have found a "new normal," and advertising have forged forward, but many companies' purchasing habits have shifted in recent years.


With new varieties on the increase, we might be in for another one-of-a-kind year, or we could see tendencies that mirror previous years, whether it's 2021 or pre-COVID. The truth is that most of us have no idea what to anticipate, so we rely on the information we have and examine it regularly.


Advertisers should look for sturdier, more established trends this year. This year will be spent comparing what we thought we knew to what we saw in 2020 and 2021, as well as adding external annotations, in order to forecast what to anticipate in the future.


How to Go About It


· Review your progress every three months. This isn't to say you're not responsible for PPC reporting on a weekly basis. That is something you should be doing as well. However, at the conclusion of each quarter, you should assess the wider trends in your performance and discover anything you can enhance, harness, or eliminate for the next quarter.

· Make a visual representation of your data. Google Data Studio, for example, may assist you in gaining a deeper and more actionable knowledge of your performance. Pre-made templates are available in Google Data Studio, and more may be found in our roundup of free Google Ads tools.

· Make use of benchmarks. Check your performance against industry benchmarks to ensure you're keeping competitive, in addition to your own benchmarks.


2. Create a strategy that prioritizes the first-party experience.


The objective of eliminating third-party cookies across all browsers is obvious, which means major tracking and targeting changes are on the way. As a result, there's no denying that first-party data commands a high price.


How to Go About It


Follow these guidelines to obtain additional first-party data from your audience:


· Make a lead magnet. On your website, provide free guides, free tools, and free consultations—anything of sufficient value to entice your target audience to fill out a form.

· Make use of lead form adverts. Use Facebook lead advertisements or Google lead form extensions to generate leads. You may also tailor your queries to get the data you require.

· Have a plan for your material. Not only can useful content be repurposed into a variety of lead magnets (guides, webinars, checklists, and so on), but consistently being the go-to resource for your audience builds trust, and the more trust you have, the more personal information your audience members will be willing to share with you.


3. Keep up with the latest tracking technologies.


Increasing your investment in tracking technology—technology that allows you access to the data you need to fuel your ad tactics and report on their efficacy while also protecting the privacy of the prospects being targeted—is also critical for similar reasons.


In partnership with other organizations such as the Partnership for Responsible Addressable Media (PRAM), the World Wide Web Consortium (W3C), and the World Federation of Advertisers, Facebook launched a multi-year program centered on privacy-enhancing technologies (PETs) (WFA). Private lift measurement is one such tool that it has been developing and intends to roll out to marketers this year.


Facebook is urging the sector to collaborate and work together, emphasizing that this can only happen if there is a common set of standards. It has made its private computing architecture open-source, allowing any developer to construct privacy-focused measuring solutions.


I tend to agree with Facebook that having a common set of standards rather than a plethora of various monitoring technologies and standards amongst different devices, browsers, and ad platforms would benefit most parties. The intersection of those three sectors soon becomes tangled, especially given the disparities in legislation based on region.


Of course, Facebook isn't the only major corporation conducting due diligence. It's also happening with Google's Topics API and Microsoft's Parakeet.


Other firms, I expect, will be doing their own tests. It will be fascinating to see what this front has in store for us.


How to Go About It


There's hardly much to do here unless you're a Facebook or Google Developer, other than keep up with what's being created. You may, however, begin using the tools that have already been made available to us.


· Implement the Facebook Conversions API: The Facebook Pixel's effectiveness is waning. To avoid reporting gaps, start utilizing the Facebook CAPI right now.

· Import your offline conversions: Google's OCI aid tool helps you through the process of importing your offline conversion data into Google Ads so you can get high-quality leads that are comparable. Give it your information, and it will create a personalized implementation plan for you, complete with a progress dashboard and everything.

· Set up Google Ads improved conversions: This is Google's approach of monitoring conversions across devices without using cookies. You may use Google Tag Manager or sitewide tagging to set it up manually, or you can use an API. In our coverage, we explain how it works.


4. Experiment with more paid media platforms.


The events of 2020 and 2021 resulted in occasions where some platforms failed or outperformed the majority of benchmarks. When such possibilities or challenges co