Life of an advertising campaign or 4 important stages
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Do you know that the cycle of any advertising campaign has 4 stages?
Stage 1. Launching an advertising campaign.
It can last a week, two, three or a month. As much as you need to figure out if you’ve set up your campaign correctly. If the performance indicators of the campaign do not suit you, remember once again about the goals and objectives. Target your target audience, check your keywords, and rethink your ad texts. The first stage is the best time to optimize your advertising campaign. You will be able to better know your target audience and competitors, find and eliminate errors, which will help in the future when planning a campaign, and, importantly, save your money.
Stage 2. Increase in the number of transitions
More and more potential customers are clicking on your ads, sales are growing. No time to relax! Track campaign performance and ad conversion. Make changes as needed. For example, among the keywords you may find too general - they give a large number of conversions, but at the same time they are poorly converted to customers. Replace them with more specialized words or add clarifying ones.
It happens that, without calculating its capabilities, the advertiser is not ready for the large flow of orders received through contextual advertising. If your company cannot hire additional staff or increase purchases / production, it may be worthwhile to limit the number of daily conversions or the daily budget of the campaign.
Stage 3. Stabilization of the number of transitions and conversion of ads
By this stage you will have accumulated detailed statistics, based on which you can make carefully verified changes to the campaign. Do not forget that this stage will not last as long as we would like, it will depend on the particular industry and its market characteristics. This is followed by a recession, which can be avoided if you carefully monitor the performance of the campaign and make changes. Update advertisements periodically by changing their texts. Vary a set of key queries. In fact, further actions can be considered repeated optimization of the advertising campaign - from the very beginning.
Stage 4. Campaign performance decline
Sooner or later, but in most advertising campaigns there is a period of decline. Your ads "became familiar" to users, the activities of competitors intensified, you were squeezed out of the first positions on key requests, there was a seasonal decline - there may be several reasons. It's time to take stock of the campaign and decide whether to make further changes to the current campaign (texts, keywords, bid tactics) or whether it’s better to start a new one.
Thus, at any stage of the “life” of the advertising campaign, there are opportunities to increase the number of conversions and improve the quality of the audience involved. But for this it is necessary to evaluate the results and optimize the campaign, do not leave everything to chance. “Runner”, in turn, will provide you with many ways to fine-tune advertising campaigns depending on your marketing tasks.
Stage 1. Launching an advertising campaign.
It can last a week, two, three or a month. As much as you need to figure out if you’ve set up your campaign correctly. If the performance indicators of the campaign do not suit you, remember once again about the goals and objectives. Target your target audience, check your keywords, and rethink your ad texts. The first stage is the best time to optimize your advertising campaign. You will be able to better know your target audience and competitors, find and eliminate errors, which will help in the future when planning a campaign, and, importantly, save your money.
Stage 2. Increase in the number of transitions
More and more potential customers are clicking on your ads, sales are growing. No time to relax! Track campaign performance and ad conversion. Make changes as needed. For example, among the keywords you may find too general - they give a large number of conversions, but at the same time they are poorly converted to customers. Replace them with more specialized words or add clarifying ones.
It happens that, without calculating its capabilities, the advertiser is not ready for the large flow of orders received through contextual advertising. If your company cannot hire additional staff or increase purchases / production, it may be worthwhile to limit the number of daily conversions or the daily budget of the campaign.
Stage 3. Stabilization of the number of transitions and conversion of ads
By this stage you will have accumulated detailed statistics, based on which you can make carefully verified changes to the campaign. Do not forget that this stage will not last as long as we would like, it will depend on the particular industry and its market characteristics. This is followed by a recession, which can be avoided if you carefully monitor the performance of the campaign and make changes. Update advertisements periodically by changing their texts. Vary a set of key queries. In fact, further actions can be considered repeated optimization of the advertising campaign - from the very beginning.
Stage 4. Campaign performance decline
Sooner or later, but in most advertising campaigns there is a period of decline. Your ads "became familiar" to users, the activities of competitors intensified, you were squeezed out of the first positions on key requests, there was a seasonal decline - there may be several reasons. It's time to take stock of the campaign and decide whether to make further changes to the current campaign (texts, keywords, bid tactics) or whether it’s better to start a new one.
Thus, at any stage of the “life” of the advertising campaign, there are opportunities to increase the number of conversions and improve the quality of the audience involved. But for this it is necessary to evaluate the results and optimize the campaign, do not leave everything to chance. “Runner”, in turn, will provide you with many ways to fine-tune advertising campaigns depending on your marketing tasks.