Testing Times: 5 must-ask questions for your PPC and Programmatic strategies

Testing and learning lies at the heart of our series on Redefining Potential: Mastering Growth Through Adaptation. 

Last time we discussed SEO and paid social media, but in this chapter we really roll up our sleeves and ask some serious questions about how we can apply this ‘test and learn’ approach to the behemoths of advertising – PPC and programmatic. 

Current challenges in PPC and Programmatic 

PPC

While Google is rolling out algorithm updates and best practice changes at a pace we’ve never seen before – which makes keeping up a challenge in itself – one big issue is rising CPCs. With more brands piling into platforms like Google and Microsoft – especially in competitive spaces like finance, eCommerce, B2B and tech – campaigns using Broad Match and Performance Max are dragging advertisers into more auctions, driving up costs across the board. 

Another is the growing reliance on automated bidding and targeting. Sure, it can save time, but it’s also stripped away the granular control which allowed us to fine-tune and scale campaigns effectively. 

And finally, with third-party cookies on their way out and tighter data laws, targeting is becoming trickier, pushing brands to double down on first-party data if they want to stay competitive.

Programmatic 

Programmatic advertising is a beast; constantly changing, full of jargon and tough to keep up with! But the biggest challenge right now? Sifting through all the buzz to figure out what actually works! Take cookie deprecation, for example. Google spent years hyping it up, only to scrap the whole plan this year. It just proves how crucial it is to have a solid growth marketing partner – someone who’s part of your team, not just a media buyer, to steer you through the chaos.

And let’s not forget how much programmatic has evolved – it’s not just display and video anymore. With formats like Connected TV, Out-of-Home advertising (OOH) and audio, buyers have more options than ever – and – way more pressure to get it all right. Today’s programmatic strategists need to be a tech whiz, a creative guru and a business evangelist! 

Q1. Why should I test?

PPC

No PPC strategy is perfect from the start – that’s why testing, learning and adapting is the name of the game. Testing is about fine-tuning ad copy, bids and audiences to hit your targets, cut wasted spend and stay ahead of platform updates. If you don’t embrace this approach, you risk falling behind. 

Programmatic

Testing is a must when programmatic options are growing by the day. Dedicating 10-20% of your budget to experimenting allows you to stay ahead without risking the whole plan. With new tools like GA updates, and Customer Data Platform offerings growing, testing is more streamlined and data-driven than ever. 

Q2. How do I know if my current strategy is working?

PPC

A solid PPC audit is the best way to see if your strategy’s working. Comparing metrics like Click-Through Rate (CTR), Cost Value Reconciliation (CVR), Cost Per Acquisition (CPA) and Return On Ad Spend (ROAS) to benchmarks and past performance will show what’s working and what’s not. Don’t sleep on Quality Score either; it directly impacts CPC and ad placement by scoring relevance, expected CTR and landing page experience. If you’re seeing steady gains in CTR, ROAS and CVR it proves your strategy is working.

Programmatic

ECom brands live for market share and programmatic is a game-changer for that because it’s so trackable. You can measure everything – viewability, frequency caps, audience overlays, even brand awareness through studies. But here’s the deal: success comes from giving campaigns the time they need to perform and not skimping on planning upfront.

Sure, ROAS gives you an instant win when someone converts, but brand awareness – where programmatic really proves its worth – takes patience. To know if things are really working, you must spend time nailing down KPIs and defining success before your campaign launches – not mid-flight or after it’s over. 

Q3. What trends should I be concerned with?

PPC

The rise of AI Overviews in Google and Bing is changing the search game and it’s something we’re keeping a close eye on at Space & Time. With more question-based queries popping up in search engines and Search Query Reports (SQRs), it’s clear user behaviour is shifting.

Microsoft Ads, especially in industries like B2B, finance and tech are hugely underused, leaving a ton of potential for these verticals to generate revenue and improve performance. Brands need to stop treating Google and Microsoft in separate silos and start thinking of PPC like a search strategy.

First-party data is the future of PPC. Platforms are rolling out tools to help brands collect and use it securely, so compliance is key. The sooner brands adapt and reduce reliance on third-party data, the better their results will be.

Programmatic

Programmatic is buzzing with three big trends for eCommerce brands: Retail Media, Amazon Delivery Service Partner (DSP) and Customer Data Platforms (CDPs).

Retail Media bridges the gap between marketing, product and stock teams. It puts display and video ads directly on retailer sites where products are in stock. For instance, if a beauty brand is available in Boots, we might show ads on the Boots website for that brand, and maximise ROAS as users browse the site or look at the category.

It’s not just online, though – retail media can extend to hotel lobbies or OOH screens with smart data overlays. The potential here is massive and easily one of the most exciting trends right now.

Amazon DSP is also making waves for programmatic – it means we can target an audience based on what they browse and buy on Amazon, and use this for laser-focused targeting. No one else has this level of insight, so can be a goldmine for some eCom brands. 

CDPs are the future of data-driven advertising, picking up where Data Management Platform left off. With cookies fading out, CDPs focus on first-party data modelling – essential for savvy brands. Platforms like Google’s DV360 and Vizibl are already leading the way, and it’s an exciting time for brands ready to tap into more innovative ways to reach their audiences.

Q4. How can I implement these trends?

PPC

Set clear goals and KPIs and get them into your ad platforms. Whether it’s brand awareness, lead gen or transactions, tracking CTR, CVR, CPA and ROAS at campaign level will help you guide algorithms to optimise smarter and faster.

Nailing keyword research is also simple but effective. Use tools like Keyword Planner and work with SEO teams to build a solid mix of high-volume and long-tail keywords which capture intent and drive quality traffic. Don’t forget to keep your negative keyword list fresh by regularly reviewing Search Query Reports (SQRs) to cut wasted spend.

Use the best tools for your goals. For eCommerce, running shopping campaigns with a Comparison Shopping Service across EMEA can save up to 20% on CPCs. Categorising products into Heroes (best-sellers), Villains (poor performers) and Zombies (low traffic) makes budget allocation smarter and will help you scale performance.

And let’s not overlook the importance of constant monitoring and analysis. No strategy is perfect from day one, so testing, learning and adapting is the only way to keep improving.

Programmatic

Staying sharp on industry best practices is a must because this space moves fast. Getting the most out of your programmatic budget means staying bold and innovative. Programmatic is all about data, testing and learning – so if you’re not experimenting, you’re missing out. In a digital-first world, a daring approach is how you make your budget work harder.

Set aside some budget for testing new products and lean on trading desk experts for tailored advice. With so many options out there, one-size-fits-all just doesn’t cut it. Being brave, adaptable and open to learning is what will drive success.

Q5. So, how can my brand start to move forward with these trends and channels? Can Space & Time help me?

PPC

Start small and build – testing step by step is the way to go. A solid campaign setup lays the groundwork for success and staying on top of performance with regular optimisations is all but essential.

Using AI tools like Smart Bidding and Responsive Search Ads will help to keep you aligned with best practices, while shopping ads with a CSS partner helps you crush it at year-end and beyond.

We’re Google Premier Partners here at Space & time, which means we have exclusive access to tools, support and training. We also run audits for Google and Microsoft accounts.

Programmatic

At Space & Time, we don’t just work for our clients – we work with them to hit their growth goals. We’re there every step of the way, from planning and execution to monitoring and reporting. 

Plus, we dive deep into research to keep clients ahead of the curve. It’s all about making smart decisions and avoiding wasted budgets by only investing in partners and products we trust.

If you’re struggling with the challenges we’ve discussed in this blog, or perhaps interested in implementing some trends, then please do reach out to one of our team, who will be happy to help.