One great thing about a PPC ad is that you can get a lot of life out of it. However, you want to be careful that you don’t overuse the exact same ad without ever amending it. Why? Because your audience will get bored of it—and they will simply tune it out. This is often referred to as ad fatigue. You’ve no doubt suffered from it yourself. You see the same ad over and over again and eventually you just don’t even pay attention to it.
So, how can you prevent this from happening to your ads? It’s easier than you think and it doesn’t always require the creation of all-new ads. Here are 4 tips to help you keep your PPC ads fresh, relevant and working for you.
- Rotate Ads Indefinitely
In the ad customizers feature, you can set up a rotation schedule for your ads. By indicating that you want your ads to rotate indefinitely, you can avoid the same ad being shown every other time, for example.
- Only Advertise When It Makes Sense
Let’s say you have a brick and mortar business and you are open to the public between 10 a.m. and 6 p.m. every day of the week. Now let’s say that you have a PPC ad with a call to action telling people to come to your store with some sense of urgency attached to it. Having your ad shown at 8 p.m. would not be so helpful to a visitor who can’t come see you right then. In addition, it can actually hurt you because it’s another “view” of your ad that then waters down subsequent views.
- Leverage Ad Customizers
Take advantage of the full power of ad customizers by dynamically editing specific content to stay relevant. With ad customizers, you can communicate real-time inventory levels, special pricing, limited-time offers, location-specific information and countdowns to sale ends. Using this feature is a great way to get a lot more bang out of your PPC buck with very little effort.
- Change the Color of an Ad Element
You know how a fresh coat of paint gives a room a virtual facelift. Well, you can apply this same concept to your PPC ads. Target a select element in an ad and change its color now and then. It could be something in the background or even the entire background. This is a great, subtle way to catch the eye of visitors who are able to ignore the ad they’ve seen before in large part because they know the colors. Just make sure that the color change is substantial enough to stand out and not just a different gradient or shade of the original color.
These tips can help you especially when you are using your ads in remarketing campaigns because you know that the same person will see the same ad over and over again.
The need to keep your PPC ads fresh is real. Fortunately for you, doing this does not mean you have to go back to the drawing board and keep churning out all-new ads every day.