Advertising online can be like navigating a minefield, there’s a lot of configuration that goes into a successful ad campaign. You need to account for targeting, copy, ad offers and a landing page that leads to a successful conversion. Those are a lot of elements that need optimization so that they all work together well and efficiently. Once you’ve completed that marketing alchemy and hit upon a campaign that improves gold, you’re still not done. PPC ads have been known to stagnate, and they can get old over time. Rather than let your good work go to waste, here are 4 things you can do keep your campaigns fresh in an effort to keep your results positive and your tweaking to a minimum
Timing can play a critical role in maximizing your ad spend. Review the date in your campaign and look at when your ads have performed the best and when they’ve performed the worst. Use the 7Search day-parting feature and begin limiting when your ads show so that you’re getting the most bang for your buck. Of course, every time you tweak you’re going to want to adjust your day-parting hours to see how other times are performing (or if different copy influences click through at different times). It’s an easy rabbit-hole to get lost in, but simple adjustments to start with are definitely recommended.
In addition, look at where your ads are performing well and implement 7Search’s geo-targeting feature to concentrate your ads in countries that are most receptive to your ads and begin testing out new copy in regions that haven’t performed so well.
Also, for long running campaigns, it won’t hurt to take a look at seasonality. If there are certain times during the year when the campaign has performed better (or worse), identify why that is. It could be a holiday or even climate related, and make the necessary adjustments to take advantage of the cyclical flow of traffic.
2. Refresh Your Copy
Try out new ad copy, the same old ads with the same old words can get stale, and with that, the copy won’t stand out like it used to. Create new campaigns in the 7Search system with the exact same targeting but change out elements of the ad copy, a stronger call to action or different wording of the descriptive text can breathe new life into a campaign. Give it a shot and to keep from going stale.
You can change copy that highlight your benefits and give yourself some added value. now that you have established yourself show off your success. Use social proof and back it up with numbers, build your brand! Make powerful statements such as “We were voted #1 in customer service, see why!” or “There’s a reason we shipped 500K units of ABC last year– Price!” This tells the searcher that many customers used your service, and you’re doing something right.
3. A/B Testing
Now that you have put the worry of creating a successful campaign behind you, begin looking forward and do some simple split tests. As above, create new 7Search campaigns to test out different copy. Try different pricing structures or offering better deals (free shipping and returns, anyone?) to make your product or service even more attractive than it already is. Maybe your product would do well with a price bump? Give it a shot, create a landing page to reflect your changes.
While you’re tweaking landing pages, add some elements you may not have already. Maybe you have the correct elements but they’re positioned awkwardly. Tweak your design to be as useful to the viewer as possible. Add credibility elements, like testimonials and company logos of brands you carry or that purchase from you.
4. Isolate the Winners
The bottom line is to keep trying new things and testing them against what already works. Try to isolate the elements of your ads that are working to become a true marketing alchemist. It might be copy, it might be your landing page, it might be the timing of your ad. Keep interchanging elements and changing things. The best way to keep your already successful campaigns successful is to never let them stagnate. Things change, competitors enter and exit the market, and innovation is always taking place. Establish yourself and roll with the punches to outdo your competitors. Staying on top of your PPC campaigns and refining the elements consistently will keep you on top. Good luck!