Should you prevent Google ads from performing better?

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Should you prevent Google ads from performing better?

Here’s a common scenario: You create several Google Advertising campaigns for a product or service.

Some of these campaigns are doing really well.

Others; not so much.

So it makes sense to stop low-performance campaigns and divert this budget to those who are performing well – right?

This approach may seem logical. But in the end, you know that this approach is final.

In this article, you will discover the dangers of routinely disrupting the performance of Google ads and drowning all your budget in top actors only. You’ll also find out what you’d like to do to better support your campaigns and grow your account.

Challenges of marketing a diverse product mix

We have a client who sells two main products.

The core product generates the majority of the company’s revenue.

Produces only a small portion of secondary products.

These inequalities in the product mix are also reflected in the company’s Google advertising campaigns.


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Campaigns for the best-selling basic product earn four times the return on one investment.

Meanwhile, ROI poultry is in competition for secondary products.

Naturally, this is extremely attractive for hot sellers to continue the campaign and for underperformers to stop campaigns.

But where do we get it?

Let’s dig into this question by comparing the results of two campaigns (in a red circle):

The top run campaign is for basic products. He earned Earnings of 7,398.20.


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In contrast, the Secondary Product (circled bottom) campaign is not just monetizing Revenue at 57.00!

With such a dramatic difference, is it any wonder that the knee-jerk reaction stops the underperformer and doubles the actor above?

But we didn’t do that. Instead, we intended the middle ground.

Instead of setting an overall ROIPPC goal for a 4X account (which we could easily accomplish by joining in high performance), we set an overall target of 2X.

We did this knowing that the top actor would suppress the results of the lower actor.

Why did we do that? (And why did the client on earth agree with that?)

Because relying on just one product is risky.

After all, isn’t that why people make a mix of products in the first place? It’s a way to reduce risk and introduce diversity to facilitate future sales and growth.

The same logic applies to PPC campaigns. If we only budget behind high-performance campaigns for high-performance products, brand awareness for secondary products can never increase.

In this case, the risk was even greater because the primary product campaigns were also relied upon One Drive keywords to drive most sales.

Here’s another way to look at it: You’ll always have underperformers in your PPC program. If you of course stop them, you will eventually have nothing left to correct!

Thankfully, our client agreed with our logic, acknowledging the need to think long-term and raise awareness about their secondary products.

Improve Google advertising campaigns instead of pausing

It all sounds good in theory. But if you’re not stopping underperformers, what should you do instead?

The alternative is to take a more comprehensive, long-term approach to your PPC strategy.

In this situation, how we proceeded with this client:


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1. Take a competitive look

Sales for this client’s core product have been a gang buster for some time, so we have a competitive landscape.

But we did not have much knowledge and understanding of the competitive landscape for the client’s secondary products.

We did a competitive review for this product, which was very helpful.

We learned a lot from competitors’ offerings, messaging and site experience, which suggested a new look at some of the elements on the client’s website and a second look at our messaging strategy.

By the way, this competitive analysis proved to be valuable for the client not only for PPC purposes. Some of our results may come as a surprise to the client, and they are generally looking to improve their business. Will use them

2. Update landing pages

When campaigns are performing well, it’s always a good idea to take a closer look at the landing pages.

Unfortunately, pre-click activities such as ad messaging, ad formats, and targeting all get attention. Post-click elements like landing pages are often overlooked – but they are just as important!


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We soon learned that the client’s secondary product landing pages were out of date.

So we did a new thing, leaning towards the user’s journey and personalities to guide the messaging and turn to action, as well as gestures of confidence.

3. Conduct a corrective audit

Next, we audited the account using Data Studio and found some great opportunities for optimization with budgets, keywords, and strategies.

Budget strategy

In our audit process, we noticed that some of our poor performance campaigns were part of a low impression in keywords:

Sharing search feedback on keywords.

As you can see in the last column (circled in red), the word at the top of the line was getting only 9.99% of the time impressions, much less than what we want to see.


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We think this is happening because the client’s secondary product is more competitive on the SERPs.

So we started testing different budgeting strategies to see if we could move that number forward.

Keyword strategy

Next, we went back to the basics with our keyword strategy.

Our competitor’s review revealed some new keyword options that we hadn’t considered before, so we started testing them.

As a result, we found some long-term search queries that we had never tried to find relevant results.

Campaign strategy

After all, since the secondary product is a hard seller, it was unreasonable to expect a single search text ad.

Thus, we revised the overall budget and dedicated a portion of the brand awareness to GGDN and video advertising that would pay for the road.

We also updated our messaging to improve our messaging for our audience based on our competitive research findings.

Don’t pause your Google Advertising campaigns, review them again

Although it would be great (theoretically) if all your campaigns were top performers all the time, it doesn’t happen.


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Some campaigns will always be more successful than others, especially if you are trying to enhance your product mix.

So when you have less actors than stars, don’t pause too fast.

Instead, look for ways to improve their performance.

And cut them a little slower – even if they continue to outperform your high-performance products.

Because in the long run, it’s the small amount that can make a difference in your business.

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Image credit

Featured Image:
Screen shots taken by the author, June 2021

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