Do you know about the dangers of routinely discontinuing underperforming Google Ads campaigns?
Easy Ranking by SEO is here to help you know everything about digital marketing strategies being the best search engine optimization company. We help you understand what is right or wrong in digital marketing and how to take the business to the next level of success.
When it comes to underperforming Google Ads campaigns, here is a common scenario to understand everything clearly. Generally, you create lots of Google Ads campaigns for a product or service. Some of those campaigns are performing well. Whereas others, not so much!
So the logical thing to do is pause the failing campaigns and divert that money to the ones performing well, right?
That way might seem good. But eventually, you will find that this method is a dead end.
In this post, we will discuss the dangers of regularly pausing failing Google Ads campaigns and diverting all of your budgets into top performers alone. We will also tell you what to do to better support your campaigns and increase your account.
“No Google ads campaign can stand without a strong backbone. And that backbone is digital marketing service.”
The Challenges of Marketing a Various Product Mix:
We have a client who sells two main products, the first is primary and the second is secondary. When it comes to primary products, it generates the vast majority of the revenue of the company. On the other hand, the secondary product generates only a small portion in comparison.
This disproportion within this product mix is also imitated in the company’s Google Ads campaigns. Campaigns for the top-selling primary product reap a stellar maximum return on investment. In the meantime, ROI for the secondary product is insignificant in comparison.
Generally, it is super tempting to keep the campaigns for the hot seller going and stop the campaigns for the underperformer. Is it any wonder the immediate reaction is to stop the underperformer and double down on the top performer with such an intense difference?
However, that is not what we did. In its place, we aimed for a middle ground. Instead of setting an overall ROI PPC goal for the account of 4X, we develop an overall goal of 2X. We did this knowing that the top performer would support the results of the lower performer.
Why did we do this?
Because depending on only one product or service is risky. It is a great way to introduce diversity to eliminate the risk and facilitate future sales as well as growth.
The same thing applies to PPC campaigns. If you put budget behind the best-performing campaigns for the good-going product, brand awareness for the secondary product will never grow.
In this situation, the risk was even higher because the campaigns for the primary product also depended on one keyword to drive maximum sales.
“Before you do something more, just figure out how you are going to market it first!”
Improve Google ads Campaigns instead of pausing
This may all look good in theory, but if you are not discontinuing failing ads campaigns, what should you do instead?
The option is to take a more all-inclusive, long-term approach with your PPC strategy.
Here is How the Best SEO Services Company Proceeded in this Situation:
1. Conduct a competitive review
Sales have been gangbusters for the client’s primary product for a while, so we have the competitive landscape to scope out. Apart from this, we need the same knowledge and understanding of the competitive landscape for the client’s secondary product.
By conducting a competitive review for this product, we can get thorough information about the offers, messaging, and site experience of competitors, which help to redesign some elements on the client’s website. The competitive analysis helps clients to improve their business more generally.
2. Modernize landing pages
It is always good to take a closer look at the landing page when campaigns are underperforming. Unluckily, pre-click activities like ad messaging, ad formats, and targeting tend to get all the attention. And post-click elements such as landing pages are often ignored. But they are highly important!
So, we do a makeover, sloping into the user journey and personas to guide the messaging as well as call to action and add trust signals.
3. Conduct an optimization audit
Next, we audit the account using Data Studio and find some amazing optimization opportunities with keywords, strategies, and budget. Expecting a single search text ad to drive a sale is unreasonable because the secondary product is a harder sell. So, we revisit the overall budget and dedicate the portion to GDN and video ads to drive high brand awareness that will pay off down the road. Based on the findings of our competitive research, we also update messaging to tailor it to the audience better.
“Don’t stop your Google ads campaigns; reevaluate them!”
Well, it would be amazing if all your campaigns are top performers all the time, but it is impossible.
Some campaigns will always be more successful as compared to others, especially if you are trying to increase your product mix. So, don’t pause too fast when you have less-than-stellar performers. Instead of pausing, just hire the best digital marketing services to enhance their performance.
And even if they continue to underperform relative to your top-performing product, cut them some slack. Since in the long-term, it is the underperformer that might make all the difference to your business.
To know more about helpful tips related to digital marketing, just go through our website easyrankingbyseo.com or give us a call at +1 347-696-1184.