Many Atlanta businesses invest substantial time in paid search campaigns – but few think about how their ads become tired over time, or need refreshing. In some cases, it’s necessary to create entirely new ad copy.
Pay-per-click and Google AdWords became a marketing giant in the early 2000s, making it possible for marketers and companies to target a precise audience. Creating ads was and still is confusing for many people; do you focus on targeting and bidding, or crafting the ideal message? It’s really a mix of using the perfect keywords, proper targeting, bids, and crafting the perfect message. Once you’ve accomplished all this, you may think you can cross that task of the list of things to do. Hardly! There comes a time when it’s important to refresh your ads, or create new ones.
How do you know when this time comes?
When your ads are hardly distinguishable from the competitors’. Lots of smaller companies or brands will use ad text and messaging that’s very similar to those ads of the more popular companies and brand leaders. When you notice your ad no longer stands out and just seems to blend with the rest, it’s time for a change.
Your ad gets tired. Ad fatigue is extremely common; when consumers see the same ad over and over for weeks or months on end, they become immune to the ad – in other words, they ignore it. Once you see performance decay in the form of declining click-through rates, it’s important to realize your copy is stale and losing its effectiveness. Refresh your ads, or consider creating an entirely new ad.
Product changes and seasonality. Depending on your product, it may be necessary to change ads according to season. For instance, if you’re a car dealership it makes more sense to advertise that sexy convertible during spring or summer months than in the dead of winter. Product changes, for instance the release of a new line of clothing or shoes, should also impact your ads. Ad text, keywords, and landing pages should be adapted to the season or holiday to have the most impact.
Pay attention to language and consumer behaviors. Today, ours is a fast-paced marketplace for consumers. The way people discover or search for products/services is constantly changing, and you have to determine the best strategies for engaging with your specific audience, whether they’re millenials, baby boomers, teens, women, men, etc. Your ad campaigns should “speak” to your audience in much the same way those consumers talk among themselves. Be mindful of the ever-changing sensibilities and language of consumers, and change your ads and marketing strategy accordingly.
It all sounds like a lot of research, analyzing, and work, and it can be. You can check our all of our paid advertising tips here. At EBB Web Design our Atlanta paid search campaign experts are ready to help put you in the driver’s seat, making sure your ads get the results you expect! Contact our team of online marketing professionals today, and experience the difference.Google+