Is your PPC strategies delivering strong conversions at a low cost? Great! But if you’re ready to expand beyond efficiency and drive more sales or leads, it’s time to explore new channels, experiment with campaign types, and uncover new avenues for growth.

In this guide, we’ll explore how you can identify untapped PPC opportunities to scale your campaigns and achieve impressive results.

🔍 1. Dive into Search Term Reports

Search terms can reveal valuable insights for expansion. These are the exact queries users enter that match your keywords. By analyzing these reports, you can identify high-performing queries not currently targeted, which can help refine your keyword strategy.

• Add high-performing terms as keywords: If certain search terms convert well, consider bidding on them directly to capture more traffic.
• Research related keywords: Expand your reach by exploring keywords related to those top-performing terms.
• Performance Max Campaigns: If you use Performance Max, leverage the search terms to find new keywords to implement in other campaigns for even more reach.

🛠 2. Test New Channels and Campaign Types

Are you solely focused on search campaigns? Expanding to additional channels can help reach a broader audience, especially potential customers who may not yet be aware of your brand.

• Explore new platforms: Use social or display channels to target demographics relevant to your product. For example, a pool maintenance company might target higher-income homeowners on social platforms.
• Build Custom Audiences: Integrate top-converting keywords into custom audiences for Display or Demand Gen campaigns, allowing you to reach users who may not actively search but show interest.
• Try a Performance Max Campaign: Kickstart with search terms and keywords as initial audience signals, allowing Google to optimize your reach across channels.

📈 3. Experiment with Higher Funnel Messaging

If your current campaigns are direct-response-focused, you might be missing out on capturing early-stage leads who aren’t yet ready to convert but are open to learning more.

• Adjust CTAs for Awareness: For a B2B SaaS, instead of pushing demos in ads, consider offering educational content like blogs, whitepapers, or webinars.
• Retargeting for Nurturing: Retarget early-funnel audiences with mid or lower-funnel messages. For example, if someone reads a blog post, retarget them with a webinar invitation.
• Consider Branding Channels: Platforms like YouTube allow you to build brand awareness with relevant audiences. A bike accessory brand, for instance, could run YouTube ads to reach cycling enthusiasts, boosting familiarity with its brand.

🔍 4. Analyze Competitor Tactics

Analyzing your competitors’ PPC efforts can uncover gaps in your own strategy and inspire new ideas. While copying competitors directly isn’t advisable, their tactics can reveal trends and opportunities.

• Review Competitor Ads: Use ad libraries from platforms like LinkedIn, Meta, Google, Microsoft, and TikTok to explore your competitors’ ads, messaging, and offers.
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• Uncover Channel Gaps: Competitors advertising on platforms you’re not using could indicate a missed opportunity. For instance, if B2B competitors are active on Instagram Stories, it might be worth testing.
• Explore Competitor Keywords: Tools like Google Keyword Planner can reveal keywords your competitors are bidding on. Testing some of these could lead to new growth.

🔄 5. Reevaluate Paused Campaigns and Keywords

Sometimes, the key to growth lies in revisiting campaigns, ad groups, or keywords that you’ve paused.

• Revisit Previously Paused Campaigns: If you paused campaigns due to high costs or low returns, consider reactivating them if you’ve since updated your offers, landing pages, or targeting strategies.
• Analyze Performance Shifts: External factors or changes in user intent could have altered the effectiveness of previously paused keywords.
• Review and Refine: Before relaunching, make sure to update ad copy, landing pages, and other elements as needed. Closely monitor performance post-relaunch for quality leads.

🎯 6. Tweak Your Bid Strategies

Automated bid strategies, while helpful, can sometimes limit your campaign’s potential. Small tweaks to bid strategies can have a big impact on your reach and performance.

• Adjust Target CPA or ROAS: Loosening caps on Target CPA or Target ROAS can help reach a broader audience, especially if current bid limits are too tight.
• Experiment with Maximize Clicks: In cases where volume is needed, testing a Maximize Clicks strategy can help increase traffic and identify potential new customers.
• Split Test Bidding Approaches: Use Google Ads experiments to split test a new bidding strategy against your current approach. This allows you to measure the impact of a new strategy without risking your main campaign performance.

📊 Start Implementing Fresh Tactics Today!

Now that you’re equipped with these ppc strategies, consider testing one or more in your PPC accounts to drive growth. Whether you’re exploring new channels, adopting competitor insights, experimenting with messaging, or adjusting bid strategies, each small step can lead to significant results.

Ready to discover new opportunities and scale your PPC strategies? Dive in, track your results, and watch as these tactics take your campaigns to the next level!