If you are doing Search Engine Marketing or Social Media Marketing, you know how important the paid ads can be. A well-executed campaign can bring in great results to your business. Did you know that 63% of the people say they would click on a Google Ad? That means your Paid Ads Campaigns can run wherever you want them to run and capture the interest of more than half of the world’s population.
What is an Ad?
Advertisement is a simple promotion of a business or makes people aware of a brand. There are many ways of advertising a product or a business line. Let’ suppose you are running an ad campaign to promote your brand and also increase sales. But due to some reasons, your Ad isn’t giving you the results you wanted.
There might be many reasons why your Ad isn’t running well and some of the reasons might be:
- Cases of decrease in overall click-through rate or a sharp dip in the conversion rates.
- Bad Call on the Ad Placements in the Inventories.
- High Cost Per Conversions or Impressions that result in a poor return of investment
- Low-Quality Score
- Bad Landing Page Experience.
How could you improve your Ads?
When we talk about Ad Optimization, we are talking about optimization at multiple levels and it includes the creatives involved, the right placement of the Ads and at the campaign level. When you want to increase your Ad performance, you can try to cut the losses for all those underperforming segments in a campaign, and at the same time, your winning ads can be scaled up so that they can continue to increase overall performance.
For optimizing anything, you need to begin at the lowest possible level and approach optimization for any account by making the little changes. For starters, you can start by taking a look at your creatives. Your creatives can include the images, headlines, or videos in your Ad. Optimization again can be done before launching the campaign, during the campaign launch or after the campaign launch.
Here are the things to keep in mind if you want to optimize your Ad Performance
- Keep Your Ads Mobile Centric.
Though many Paid Ads run well on the PCs, in the future you need to make sure that all the ads are mobile-centric or mobile-minded. There are increasing viewers who are now watching the Ads on mobile screens more than over and it keeps building some personal connections with the viewers. Apart from that, it can help in bringing in some great results to your brand.
- Developing Perfect Bid Strategy
When you are launching ads in your campaigns, you need to develop a particular bid strategy that adapts to the Ad you want to launch and also takes the marketing goals in mind. So, to maximize the performance, and get an optimum return of investment, you can try adopting better adaptive bidding strategies. With the help of specific tools, you may understand what is the maximum to bid on a particular ad in the Ads Auction. You need to make sure that you don’t treat all the audience the same. Take a look at the demographics, previous learning of the campaign into consideration.
- Optimize for your audience goals
Who is the Audience? The people who are interested in viewing or buying form your brand or who choose to engage with your brand. When you are launching ads, you set a particular type of audience for that ad to start throwing impressions. The key to improve your Ads is to make sure that you check your remarketing audience lists, the new acquisition lists, and niche-specific audience. If you are using a certain level of remarketing lists for your Ads, then you need to check their performance and how they are engaging with the Ads. The demographic settings come into play here so have a particular audience targeting or audience goals for your Ads.
- Make Sure the Landing Pages Are Great
Any Ad a viewer clicks; they will be redirected to a website link. The webpage that they see is called the landing page. They are perhaps the most overlooked and omitted aspect of any optimization and when it comes to the performance of an Ad, it is very crucial. If you want to make sure your Ads are performing great, you need to have great and high-quality landing pages. They play a major role in converting users into buyers or whatever your final goal is. Maybe the keywords and ads help you to reach the website, but the landing pages are the real deal and they can determine if the users are interested to buy or not.
- Perform Quality Score Checks
If you think your Ad is underperforming, improve your quality score of the Ad. You can improve the website’s loading speed and also the destination or the final URLs. You can also take a look at the low CTR ads and refresh the creatives of the particular Ads. You can also bring amends to the keyword list and try adding the best performing keywords in the Ads.
For Creative Level Ad optimization, the most essential aspect in the media buying and planning campaigns is creative. They have to be perfect and aligned with Google’s instructions in order to maximize your potential impact of your campaign. In addition to that, you can make changes in the specific inventory where your Ads are running and find which spot your Ads can have the best CTR or Click Through View (Don’t panic, it means how many people have clicked on the Ad when they see it.).
So things to remember while optimizing your Ad is that plan your campaign and make it audience-specific. You need to make sure that your creatives are right, the placement of your Ad is right and the campaign level settings are right. Follow these tips and see how it transforms your Ads Performance.