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

Some of these campaigns are actually doing effectively.

Others… not a lot.

So the logical factor to do is pause the underperforming campaigns and divert that funds to those which might be doing effectively – proper?

That method might sound logical. But ultimately, you’ll discover that this method is a useless finish.

In this text, you’ll uncover the risks of routinely pausing underperforming Google Ads campaigns and sinking your entire funds into high performers alone. You’ll be taught what to do as an alternative, too, to higher help your campaigns and develop your account.

The Challenges of Marketing a Diverse Product Mix

We have a consumer who sells two essential merchandise.

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

The secondary product generates solely a small portion as 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 as compared.

Naturally, it’s tremendous tempting to maintain the campaigns for the recent 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):

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 effectively, 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 general ROI PPC purpose for the account of 4X (which we may have simply achieved by going all-in on the highest performer), we set an general purpose of 2X.

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

Why did we do that? (And why on earth did the consumer 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 solution to introduce variety to cut back threat and facilitate future gross sales and development.

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

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

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

Thankfully, our consumer 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 could all sound good in idea. But in the event you’re not pausing underperformers, what must you do as an alternative?

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

Here’s how we proceeded for this consumer on this state of affairs:


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1. Conduct a Competitive Review

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

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

We carried out a aggressive assessment for this product, which proved vastly useful.

We realized loads by wanting on the provides, messaging, and website expertise of opponents, which prompted a redesign of some components on the consumer’s web site and a second take a look at our messaging technique.

By the best way, this aggressive evaluation additionally proved worthwhile to the consumer not only for the needs of PPC. Some of our findings took the consumer without warning, and so they’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 more in-depth take a look at touchdown pages.

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


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

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

3. Conduct an Optimization Audit

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

Budget Strategy

In the method of our audit, we observed a number of key phrases in our underperforming campaigns had a low impression share:

Keyword top search impression share.

As you possibly can 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 prefer to see.


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We suppose that is taking place as a result of the consumer’s secondary product has extra competitors on the SERPs.

So we began testing completely different funds methods to see if we may drive this quantity up.

Keyword Strategy

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

Our competitor assessment uncovered fairly a number of 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 might be delivering promising outcomes.

Campaign Strategy

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

Thus, we revisited the general funds and devoted a portion to GDN and video advertisements to drive model consciousness that may repay down the street.

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

Don’t Pause Your Google Ads Campaigns, Reassess Them

While it might be nice (in idea) 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 in the event you’re making an attempt to broaden your product combine.

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

Instead, search for methods to enhance their efficiency.

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

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

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Image Credits

Featured picture:
Screenshots taken by writer, June 2021

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