Paid ads may lose their effectiveness over time, or keywords you were targeting with one budget may become more popular and require an increased budget to continue to perform at peak efficiency.
On social media, the same images or videos can become commonplace for your audience to the point that they simply scroll past without even thinking about your ad.
To see changes in your paid ad campaigns, you need to check your metrics regularly. For campaigns with large budgets, this may mean checking daily to remove poorly performing keywords or add new keywords. For smaller campaigns, you may only have enough data to check your campaign every few weeks or even once a month. It all depends on how heavily you rely on this tactic.
Invest more in the most effective platforms
The more paid ads you run, the more you’ll learn what works best for your organization. Moving budget from one platform to another can be challenging, but the reality is that it’s the best way to increase your ROI.
Don’t look at paid advertising results in isolation. Put the data in a spreadsheet along with other paid advertising data to see what’s producing the best results for your business.
Remember that cost per click and total clicks only tell the beginning of the story. What you should be most concerned about is the cost per conversion of your ad campaign.
If your cost per lead is lower in Google Ads than in social media, take some budget from social media and put it into Google Ads to cement your success there.
It’s tempting to feel like you don’t want phone number list to spend money on social media advertising because of the brand awareness it can create. Brand awareness is much harder to measure than new business and leads. And while brand awareness is important, leads and sales are the lifeblood of your business, and you should treat them as such.
Create an effective lead nurturing series
In most cases, paid advertising is just the beginning of a relationship with a potential client. You need to ask yourself what comes next long before you hit start on a paid campaign.
In e-commerce, a nurturing series might include setting up abandoned cart reminders and retargeting ads to remind customers of what they’ve viewed. For companies with complex sales cycles or longer funnels, this might mean developing a multi-step email series that shares content that allays customer concerns and demonstrates how you address their pain points.
This process will look different for every business, but the concept is the same. Now you need to think about the next steps and actions you want your prospects to take and how you will guide them through this process through lead nurturing.
Bonus: Outsource marketing tasks that you don’t have the time or expertise to handle effectively.
The main reason paid advertising campaigns fail or don’t live up to their potential is because the marketing team doesn’t have the resources or expertise to dedicate to optimizing and monitoring the campaign. Or they watch it closely until they start seeing results, then let it continue to run and expect the same results.
The reality is that paid ads require careful china Numbers monitoring and constant optimization for as long as they are actively running. New Light Digital can run your paid ad campaign and integrate it with your other digital marketing loans without paid services and subscriptions efforts to reach your target audience and maximize your ROI. Schedule a free consultation today to learn more.
