How To Optimize Underperforming Advertising Campaigns
A typical digital marketing campaign can cost anywhere between $76-200 per hour and an additional $250-500 per month retainer or $2,500-5,000 per month for a full-on campaign (Kreative Web Works). While it certainly costs much less than a traditional marketing, it’s not spare change.
That said, a campaign that doesn’t give you the returns you need can be a major black hole for your business. If you need help figuring out how to maximize your digital advertising campaigns, companies like Sherwood Integrated Solutions can help give you the information you need moving forward.
To get you started, here are some tweaks and changes you can make to breathe life into underperforming pay per click advertising campaigns.
Clean Up Your Act
Start with an inventory of your website. Are your ad copies understandable? Do you have a clear call-to-action (CTA) statement? Are the ads in the right places? Do you have multiple forms of contact? Are there positive customer testimonials on your site?
The success of your ad campaign starts and ends with your content. No matter how sophisticated your analytics and PPC software are, you won’t get by without creative, interesting, and engaging content. Moreover, it is important to make sure that your site is designed to lead your customers to your intended CTA. Advertising is only valuable if it leads to more business.
Arrange your site to showcase important content and bury content that isn’t critical for PPC visitors. Also, try to classify your campaigns into distinct ad groups with focused landing pages. SherwoodIS.com allows you to identify underperforming advertisements and turn them into assets.
Smartphones are some of the most ubiquitous devices in the world today. As of 2016, nearly 2.6 billion people in the world use smartphones. Furthermore, the average time a person spends on a smartphone has increased steadily from three-and-a-half hours in 2011 to over five hours in 2016. The smartphone market is only growing and advertisers would be wise to penetrate that market.
Responsive web design ensures that your site is optimized on different platforms. Doing this allows your customers to browse comfortably whether they’re on Windows, Mac, Android, or Apple iOS. Studies show that 62% of companies with a reliable mobile site experienced an increase in sales. Conversely, 48% of customers develop a bad impression if a site doesn’t work well on a mobile device.
Utilize Negative Keywords
Negative keywords are words or phrases that are irrelevant to your advertising campaign. Adding a term as a negative keyword filters out people beyond your target market. Whenever a search includes your negative keyword, your advertisement no longer appears.
Having negative keywords lowers your conversion costs. By excluding certain searches from your campaign, you can focus on clicks and keywords that are likely to convert and eliminate those that aren’t. This is a win-win for you and your potential audience: you’ll be able to attract those whose searches match your content and filter out those searching for something else.