For many marketers, ad copy is another “set it and forget it” item on a campaign launch to-do list. But ad copy isn’t just another box on a list to be checked off. Successful marketers intuitively understand that messaging needs to be attended to and updated on a regular basis in order to ensure campaign success.
You invest a lot of time and resources into your search campaigns, and you must know when to write a new ad or refresh your ad copy. There are several specific triggers which can indicate when you should be creating or refreshing an ad.
1. Seasonality and holiday promotions.
Consumer brands adapt keywords, ad text and landing pages to the relevant holiday or season. For example, car dealers are more likely to show a rugged, four-wheel drive vehicle in the winter than a sporty convertible. Make sure the right ads are running for the right environmental context. Even when the context doesn’t change, be aware that the hot items may change from one season to another.
2. Product changes.
Retailers have a particular cadence for updating product catalogues and refreshing inventory. Changes in product mix and product availability should go hand in hand with changes in ad copy. If your brand is launching a new product or updating an existing product, ad copy must reflect these changes.
3. Competitors and copycat messaging.
Most search engine results pages are covered with messaging that looks very similar. Smaller brands will often emulate the brand leader, copying ad text and messaging. This leaves the search results page a crowded mess of similar looking copy, and consumers are unable to distinguish one ad from another.
4. Evolving consumer needs.
One of the biggest battles that an online marketer faces, is keeping pace with the fickle, ever-changing consumer needs. As culture and language evolves, so do the ways consumers search for, and discover your products and services. Good online marketers are mindful of the continual evolution of language and sensibilities, and adjust ad copy to reflect the latest trends in language and customer desires.
5. Ad fatigue and performance decay.
Many marketers cannot find the time to refresh their ad copy and run the same messaging for months if not years. Over time consumers become increasingly immune to these ads, desensitized to seeing the same message over long periods of time. Ad fatigue is frequently seen in declining click-through rates as stale copy degrades in effectiveness with consumers.
6. Changes to the search marketplace.
The search marketplaces continuously improve their platforms to deliver new opportunities for customer engagement or improved functionality for marketers. Any time the platform opens up a new option, marketers should understand how that option impacts not just their keyword lists or bids, but the impact to the ad copy as well.
For additional best practices and tips for optimizing your creative, check out our infographic. (Click to enlarge.)
About the Author
Sarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston magazine, The Improper Bostonian and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running and yoga.
About Boost Media
Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.
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