Google’s Economic Impact Report implied advertisers could see an 8x return from Google Ads. These high returns suggest life-changing possibilities for many business owners.
Creating an ad doesn’t ensure an 8x return. You can’t create an ad, never touch it again, and expect it to consistently perform well.
Ad optimization improves your results and gets you closer to an 8x return. The best ads receive continuous care, so they don’t feel outdated.
We’ll cover some reasons to optimize ads instead of ignoring them after launch.
You Guess Until You Publish
Advertisers take educated guesses when they create ads. They hope the audience segment resonates with the ad copy and web page.
Advertisers can optimize ads based on what worked in the past. However, consumer behavior changes, and something that worked before may not work again.
Publishing ads lets you test your hypothesis. Google Ads will provide data on how users engage with your ads. You’ll see clickthrough rate, conversion rate, and other vital metrics.
Some of your ads will perform poorly. Create enough ads, and you’ll end up with a few clunkers. If something isn’t performing well, you can fix it.
Ad Optimization Saves You Money
Improving ad performance saves money while expanding your reach. A better clickthrough rate reduces your average cost per click.
Google ads optimization also helps you identify which ads to deactivate. Removing unprofitable ads from your budget gives you more room for your best ads.
Saving money on clicks gives you more time to experiment with each web page. Sometimes, the Google ad performs well, but the web page fails to convert visitors.
Google ads optimization turns this experience into a less costly lesson. You can then focus on web page optimization; knowing your ad currently is not the problem.
Results Change Over Time
It feels incredible when an ad gets low-cost quality clicks and increases your sales. Businesses would love to run these ads forever, and sometimes these ads continue to work.
However, some top-performing ads lose their effectiveness over time. Top brands haven’t run the same commercials for many years. Apple isn’t running their famous 1984 commercial anymore.
Companies change up the commercials and advertising because consumer behavior changes. They also want to see if a new commercial will outperform their older commercials.
Advertising works in the same way. Ads may not convert as well in the future, so it’s best to continue creating ads. Business owners should aim for a useful replacement ad before it becomes necessary.
You can have multiple ads running simultaneously. Several successful ads running at once will spread your risk. You’re no longer reliant on a single ad, and this setup can produce higher returns.
Optimize Your Google Ads for Enhanced Performance
The most successful advertisers rely on ad optimization to achieve their results. Businesses that continue investing time and resources into ads can see an 8x return.
Want to learn more about Google Ad optimization? Continue reading this blog for additional resources and insights.