While ecommerce businesses are in the midst of the Q4 craziness and rising CPCs of the holiday season, B2B clients are planning for their business to pick up at the start of 2020.
In this post, I’ll walk through a few things to consider and refresh before Q1 gets here.
1. Study the competitive landscape
One of the most valuable sources of knowledge from Google campaigns is the ‘Auction Insights’ report, which provides info on when competitors have come into and out of the auction[1] during the year. It’s also valuable to look at competitors that might be newer in the space and have recently entered the auction. With this information, you can dive into new keyword research by using tools like SEMrush and SpyFu. I also recommend studying creative, offers, and copy that your competitors are using across their ads helping to inform potential creative and development and testing for the start of the year.
2. Reevaluate budgets for 2020
As the start of the year approaches, look to set budgets based on historical performance and anticipated seasonality. In order to have a strong plan in place, you should look beyond monthly breakdowns.
Some questions to consider
- Did you expand into new channels late into the year?
- Do you need to invest in more budget into certain channels?
- Are our remarketing campaigns fully funded across channels?
- Are you planning on investing budget into new channels?
- How much of the budget will you set aside for testing?
Answering these questions will help ensure you budget appropriately for both historically efficient channels and promising new channels that can get you some early-adoption benefits.
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3. Refresh and rethink audiences
It’s important to review the