One of the biggest destroyers of AdWords performance is the mindset that once you’ve reached satisfying results, you don’t need to further improve upon your AdWords campaigns.
Once you understand why it’s so important to improve upon your AdWords campaigns on a regular basis, you’ll then be much more inclined to actually do the work or spend the money on outsourcing the job.
It’s only natural that once we’ve reached a certain level within one traffic source that we look further and try to find new ways to generate additional traffic to our site in order to increase revenue.
It’s important to explore different avenues other than the “traditional” traffic sources once you’ve reached a certain level. This is especially true with AdWords and other PPC campaigns so it’s important that you constantly optimize your efforts.
There are a lot of different reasons as to why you need to do this, but some of the most important ones are mentioned below:
Your Competitors Will Keep Improving – So Shall You!
In every industry or niche, there are either a lot or at least some amount of competitors. In order to keep your distance from your competitors, you need to keep your message clear in places where customers find themselves – One of these places is Google.
If you let your AdWords campaigns stabilize for a month or two, your competitors will probably notice. One thing we do here at White Shark Media when we notice that some of our Clients’ competitors have let their AdWords campaigns go, is to run a small 5-10 percent off sale.
It’s not a lot, but if you compare two ads for the same product which are somewhat similar, with the only difference being that the first one offers a 10% discount – then, which one would you choose?
Of course you would choose the one with the discount. In 9 out of 10 cases, the number of new customers generated far outreaches the cost the discount represents the business owner – And in the last case, we break even.
The Season Will Change and So Will the Mindset of the Customers
The mindset of the customers searching on Google, Bing or Yahoo will be very different depending on what season it is:
One of the main reasons you need to write ads for different seasons is because your ads need to be relevant. In the summer, you need to sell summer clothes – in winter, you’re selling coats and boots. This will need to be shown in your ads. If you don’t do this, your ads will be a lot less relevant than your competitors’ and will hurt not only your CTR but also your conversion rate, as well.
Your Prices, Offers, Promotions, Products, Etc. Will Change – So Shall Your Ads and Keyword Lists
Every business changes every week and some even every day in some way or another. It’s important to demonstrate these variances in AdWords. When you do this, you will keep giving your future customers reasons to pick you over your competitors.
Instead of you copying your competitors, your competitors will try to copy your concepts. However, if you constantly change your ads according to your business goals and promotions, they’ll always be eating your leftovers while you constantly cook new and exotic dinners.
Every Day Thousands Search On Google – And You’re Missing Out On 70-99% of Them!
It’s important to remember that when you achieve a click-through-rate (CTR) of 10%, you’re still missing out on 90% of the people searching for your specific product.
When you constantly improve upon your AdWords campaigns (and especially your ads), you’ll try out different creatives or messages which will attract new customers. These customers might not have responded to your old ads but with the new ones, you can now start targeting these individuals.
This is also one the reasons why ads will lose their effectiveness over time. They’ll simply dry out the group of customers that it’s still attempting to attract.
Your Keywords Will Convert Differently Throughout the Year
A key component to understanding and improving PPC campaigns is to know when to activate, decrease or increase the bid of a keyword. Different keywords will convert differently throughout the year and as an advertiser you need to address this.
It can be tricky to know exactly when to adjust the bid for a keyword, but after you’ve been able to study bidding for a little while, , you’ll start recognizing the signs.
Don’t Be One of Those Companies
Don’t be one of those advertisers that we here at White Shark Media step lightly over and steal a lot of customers from. Keep improving on your PPC campaigns and find out how your campaigns will keep thriving in the years to come, providing a solid income stream for your business.