{"id":11999,"date":"2022-02-10T22:22:05","date_gmt":"2022-02-10T22:22:05","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/10\/the-6-essentials-of-a-successful-paid-media-strategy-in-2022\/"},"modified":"2022-02-10T22:22:05","modified_gmt":"2022-02-10T22:22:05","slug":"the-6-essentials-of-a-successful-paid-media-strategy-in-2022","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/10\/the-6-essentials-of-a-successful-paid-media-strategy-in-2022\/","title":{"rendered":"The 6 Essentials of a Successful Paid Media Strategy in 2022"},"content":{"rendered":"

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A paid media strategy is like any recipe. You have the freedom to customize different ingredients to your liking, but forget one key ingredient and the whole outcome is impacted\u2026<\/p>\n

\"cookies<\/p>\n

In this post, I\u2019m going to cover the six essential ingredients you need in your paid media strategy this year if you want to avoid failure. They include:<\/p>\n

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  1. Review and reset benchmarks<\/li>\n
  2. Build a first-party-first strategy<\/li>\n
  3. Stay on top of advanced tracking technology<\/li>\n
  4. Test more paid media channels<\/li>\n
  5. Be a steward of automation<\/li>\n
  6. Master responsive search ads<\/li>\n<\/ol>\n

    The 6 essentials of a strong paid media strategy<\/h2>\n

    If 2020 was the beginning of what seems like an eternity of \u201cunprecedented times\u201d and 2021 was the year of big shakeups, there\u2019s no telling what\u2019s in store for 2022. But based on the marketing trends so far<\/a>, here are the six ingredients we know you\u2019ll need.<\/p>\n

    1. Review & reset benchmarks<\/h3>\n

    It\u2019s a best practice to review benchmarks and set goals on a regular basis, sure. But it\u2019s time to look beyond the recurring analysis that we frequently do to monitor campaign performance and do it at a macro level.<\/p>\n

    As I mentioned above, 2020 was the beginning of what seems like unending \u201cunprecedented times\u201d in the sense that most things are still not quite back to normal. Most of us have found a \u201cnew normal,\u201d to use another clich\u00e9, and advertisers have trudged forward, but many businesses\u2019 purchaser trends have changed over the past few years.<\/p>\n

    \"paid<\/p>\n

    Image source<\/em><\/a><\/p>\n

    With new variants on the rise, we could see another totally unique year or we might see trends that resemble prior years, whether that be 2021 or pre-COVID times. The reality is that most of us do not yet know what to expect, so we make use of the data that we have and we revisit it frequently.<\/p>\n

    This year, advertisers need to seek out firmer, more established trends. This will be a year of revisiting what we thought we knew vs. what we saw in 2020 and 2021, while adding external annotations, to try to project what to expect on a go-forward basis.<\/p>\n

    How to do it<\/h3>\n