How to Revive Underperforming Ads with Unique Bid Strategies and Ad Placement Adjustments
Maybe you’ve been there. You’ve set up your Google Ads campaign, targeted your audience, crafted flashy ads, and… your results are flat as a pancake. You’re far from alone, and the good news is there are often simple tweaks you can employ to get those numbers moving in the right direction. Let’s dive into practical, actionable strategies to breathe life back into your low-performing campaigns.
Think of this like a toolkit. Imagine you’re an artist—sometimes you need to switch the tool or technique you’re using to get the desired masterpiece. With your campaigns, there are several unconventional methods that can yield high returns. You don’t have to stick to the scripts about keyword tweaking or budget adjustments. Rather, expand your thinking, shake things up a bit. Here’s how you can do it.
Understanding Your Data Differently
Sure, metrics can be mind-numbing, but they hold the key to unlocking your campaign’s potential. Stop looking at surface numbers and dig deeper. Focus on conversion rates rather than impressions. Impressions tell you who saw your ad; conversions tell you who acted. Custom reports on Google Ads can help identify which ad components drive those conversions. It’s about quality over quantity. Discover the times of day or days of the week when your ads perform best.
Rethink Your Ad Copy
Crafting ad copy that’s compelling might seem obvious, but sometimes it just doesn’t hit the mark. Experiment with your tone and style—sometimes a friendly, conversational tone can perform better than a professional one. Use tools to test various headlines, and don’t shy away from A/B testing. Remember, you aren’t just writing ads, you are crafting promises to your customers. Make those promises resonate.
Exploring Untapped Keyword Variations
You’ve probably looked at keywords, but have you explored the road less travelled? Long-tail keywords, for instance, can be incredibly effective for improving user intent and reducing competition. And using synonyms or broader match modifiers might uncover new opportunities that reconnect with your audience. This can also fill in gaps and reduce costs on high competition keywords. A tool worth revisiting is Google’s Keyword Planner—it’s constantly updated and can spot new trends that might spark an idea.
Audience Segmentation Revisited
Not all audiences are created equal, and neither are audience lists. It’s time to revisit who exactly you’re targeting. Often, campaigns fail because they speak to too broad an audience. Break your audience into segments based on behaviours or interests. Prior campaigns’ performance can shine a spotlight on which segments engage the most. Consider tailored ad messaging for each segment; it’s this personal touch that can resonate and drive engagement.
Leveraging Ad Extensions
Extensions are little bursts of opportunity sprouting from your ads. They can improve visibility and click-through rates efficiently. Use call extensions if you want direct interaction. Or location extensions to draw in local searchers. Test out different extensions available in Google Ads to see which ones provide the boost your campaign needs. Ensure alignment between the extension type and your campaign goals for maximum impact.
Competitors: What Are They Doing?
Your competitors can be your best teachers. Tools like the Auction Insights report allow you to peek into competitors’ performance metrics. It doesn’t stop there. Manual searches are also enlightening—expose yourself to ad experiences from the customer’s perspective. Compare these with your ads, and note areas where they stand out. Use these insights to tweak and optimise what you offer.
Refining Landing Page Experience
Your ads might be excellent, but what happens when users click them? Ensure your landing pages are optimised and align with your ad content. Speed matters—ensure the pages load swiftly. Content should be clear and persuasive, acting as a seamless bridge from the ad. Regularly update components like images and forms to reduce friction and encourage conversions.
Keep Experimenting and Innovating
Just when you think you’ve got it figured out, digital marketing shifts gears. Don’t be afraid to try new methods regularly. Keep an eye on Google Ads updates—they’re constantly adding new tools and options. If you discover unique tactics that work for your industry, double down on these efforts. Keep learning and innovating—it’s a world in constant flux.
In summary, advertising success is part art and part science. With non-traditional methods and persistence, it becomes possible for you to transform low-performing campaigns into high yield operations. You now have actionable strategies to revitalise your approach.
For expert help and further strategies in Google Ads management, reach out to us at Wired Media. Let’s elevate your ads to new heights.
