Have you ever run a campaign that started strong but then plateaued, leaving you wondering why your audience isn’t responding? In marketing, we talk about frequency, reach, and recall, but there is a point when a campaign or an ad experiences fatigue. It surpasses memorability because your audience is overexposed in a fast-moving world of messages and media. They tire of the content because they’ve seen it repeatedly due to high frequency or don’t see it at all and pass it by because of how repetitive it’s been. How do you know when that happens, and what should you do?
Even with continuous optimization and adjustments, Google Display campaigns can plateau and stop receiving high engagement. You’ll see conversions decrease overall and potentially see costs increase. When that happens, it’s time to take action.
Revitalizing a campaign
This recently occurred with one specific campaign we ran for a bio-manufacturing client. Instead of attempting to gain traction again within the same campaign parameters, we completely refreshed it, and it made a very impactful difference.
Before the campaign refresh, it garnered a 0.14% click-through rate (CTR) and a cost-per-click (CPC) of $0.51. Although Google Display campaigns are utilized for branding more than anything, we are used to seeing much higher CTRs for our clients. Performance climbed after adjusting the creative and updating the targeting parameters and audience segments. The CTR jumped to 8.59%, and the CPC decreased to just $0.12. Engaged visits to the destination page nearly doubled.
This is one of the many reasons real-time monitoring is critical. Campaigns need care to reach client sales goals or achieve KPI benchmarks. When you notice performance dips or increased costs, you must recognize the signs of campaign or ad fatigue and take action. A/B test to see what resonates most, develop brand-new creative, revitalize an audience, or try new segments. As we saw in our bio-manufacturing campaign, a fresh approach can breathe new life into a campaign.
If your campaigns are facing the same plateau, let’s talk about how we can refresh your strategy and boost your results.
