Should You Pause Underperforming Google Ads Campaigns?

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Here’s a standard situation: You create a number of Google Ads campaigns for a services or products.

Some of these campaigns are actually doing properly.

Others… not a lot.

So the logical factor to do is pause the underperforming campaigns and divert that price range to those which are doing properly – proper?

That strategy might sound logical. But finally, you’ll discover that this strategy is a lifeless finish.

In this text, you’ll uncover the hazards of routinely pausing underperforming Google Ads campaigns and sinking your entire price range into high performers alone. You’ll study what to do as an alternative, too, to higher assist your campaigns and develop your account.

The Challenges of Marketing a Diverse Product Mix

We have a shopper who sells two fundamental merchandise.

The main product generates the overwhelming majority of the corporate’s income.

The secondary product generates solely a small portion compared.

This inequity inside this product combine can also be mirrored within the firm’s Google Ads campaigns.


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Campaigns for the top-selling main product garner a stellar four-times return on funding.

Meanwhile, ROI for the secondary product is paltry compared.

Naturally, it’s tremendous tempting to maintain the campaigns for the new vendor going and cease the campaigns for the underperformer.

But the place would that in the end get us?

Let’s dig into this query by evaluating outcomes for 2 campaigns (circled in pink):

Comparing Google Ads campaign performance.

The marketing campaign circled on the high is for the first product. It earned $7,398.20 in income.


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In distinction, the marketing campaign for the secondary product (circled on the backside) isn’t doing almost as properly, incomes solely $57.00 in income!

With such a dramatic distinction, is it any marvel the kneejerk response is to pause the underperformer and double down on the highest performer?

But that’s not what we did. Instead, we aimed for center floor.

Rather than set an total ROI PPC objective for the account of 4X (which we might have simply achieved by going all-in on the highest performer), we set an total objective of 2X.

We did this understanding that the highest performer would buttress the outcomes of the decrease performer.

Why did we do that? (And why on earth did the shopper comply with it?)

Because counting on just one product is dangerous.

After all, isn’t that why individuals develop a product combine within the first place? It’s a strategy to introduce variety to scale back threat and facilitate future gross sales and progress.

The similar logic applies to PPC campaigns. If we solely put price range behind the top-performing campaigns for the top-performing product, model consciousness for the secondary product won’t ever develop.

In this case, the danger was even larger as a result of the campaigns for the first product additionally relied on one key phrase to drive a lot of the gross sales.

Here’s one other manner to have a look at it: You’ll all the time have underperformers in your PPC program. If you pause them as a matter after all, you’ll finally find yourself with nothing left to optimize!

Thankfully, our shopper agreed with our logic, recognizing the necessity to suppose longer-term and construct extra consciousness round their secondary product.

Optimize Google Ads Campaigns Instead of Pausing

This might all sound good in principle. But when you’re not pausing underperformers, what must you do as an alternative?

The various is to take a extra holistic, long-term strategy along with your PPC technique.

Here’s how we proceeded for this shopper on this scenario:


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1. Conduct a Competitive Review

Sales had been gangbusters for this shopper’s main product for some time, so we had the aggressive panorama properly scoped out.

But we didn’t have the identical data and understanding of the aggressive panorama for the shopper’s secondary product.

We performed a aggressive evaluation for this product, which proved vastly useful.

We discovered loads by trying on the gives, messaging, and web site expertise of rivals, which prompted a redesign of some components on the shopper’s web site and a second have a look at our messaging technique.

By the way in which, this aggressive evaluation additionally proved worthwhile to the shopper not only for the needs of PPC. Some of our findings took the shopper abruptly, they usually’ll be utilizing them to enhance their enterprise extra typically.

2. Update Landing Pages

When campaigns are underperforming, it’s all the time a good suggestion to take a better have a look at touchdown pages.

Unfortunately, pre-click actions comparable to advert messaging, advert codecs, and concentrating on are inclined to get all the eye. Post-click components comparable to touchdown pages are sometimes neglected — however they’re simply as necessary!


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We quickly found that the touchdown pages for the shopper’s secondary product have been outdated.

So we did a revamp, leaning into the consumer journey and personas to information the messaging and name to motion in addition to including belief indicators.

three. Conduct an Optimization Audit

Next, we audited the account utilizing Data Studio and located some nice optimization alternatives with price range, key phrases, and technique.

Budget Strategy

In the method of our audit, we seen just a few key phrases in our underperforming campaigns had a low impression share:

Keyword top search impression share.

As you’ll be able to see within the final column (circled in pink), the highest row key phrase was solely getting impressions 9.99% of the time, which is far decrease than we wish to see.


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We suppose that is occurring as a result of the shopper’s secondary product has extra competitors on the SERPs.

So we began testing totally different price range methods to see if we might drive this quantity up.

Keyword Strategy

Next, we went again to the fundamentals with our key phrase technique.

Our competitor evaluation uncovered fairly just a few new key phrase choices we hadn’t thought-about earlier than, so we began testing them.

Consequently, we discovered some nice long-tail search question phrases we’d by no means tried earlier than which are delivering promising outcomes.

Campaign Strategy

Finally, as a result of the secondary product is a more durable promote, anticipating a single search textual content advert to drive a sale was unreasonable.

Thus, we revisited the general price range and devoted a portion to GDN and video adverts to drive model consciousness that can repay down the highway.

We additionally up to date our messaging to higher tailor it to our viewers based mostly on the findings of our aggressive analysis.

Don’t Pause Your Google Ads Campaigns, Reassess Them

While it might be nice (in principle) if all of your campaigns have been high performers on a regular basis, that simply doesn’t occur.


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Some campaigns will all the time be extra profitable than others, particularly when you’re attempting to increase your product combine.

So when you might have less-than-stellar performers, don’t hit “pause” too quick.

Instead, search for methods to enhance their efficiency.

And minimize them some slack – even when they proceed to underperform relative to your top-performing product.

Because within the long-term, it’s the underperformer which may make all of the distinction to your small business.

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Image Credits

Featured picture:
Screenshots taken by creator, June 2021

Source hyperlink search engine marketing

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