4 Reasons to Pause and Rethink Your Adwords CampaignThe nerdy stuff
When an Adwords campaign is struggling to perform, many immediately go to pump in more budget and keywords. While this may increase performance, often times, it is better to just to stop and rethink your Adwords campaign.
Pausing an entire campaign may be in order depending on how you have your account’s campaigns, ad groups and ads configured.
Below are four things to consider before taking action:
Landing Page Problems
Landing page problems should compel you to halt your campaigns. Obviously, if your destination URL sends the user to a nonfunctioning page, you should most certainly pause things within your Adwords campaigns. You will likely get an email from Adwords directly about this error. There are other things to consider on your landing page, like slow load times or content not displaying correctly. These types of issues can affect your conversions and cost per clicks, which makes pausing the campaign imperative.
If your bosses or clients are questioning the conversion methods in the campaigns that you are running, you should immediately pause and rethink. Defining the metrics of your campaign’s success is critical to gauging the effectiveness of your efforts and should take top priority before pushing a campaign live. Take your time and clearly define what conversion methods are important to all parties. Then, reassess your campaign’s keywords, ads and landing pages. You may find that significant alterations are in order.
Low Page Positioning
If your ads display a low average position, you may need to pause the campaign and reassess the approach. It could be happening for a number of reasons, including landing page problems, bad content or lack of adequate budget. Look at the main intent of each campaign and make sure that your keywords, ads and landing pages line up with that intent. More often than not, you will find that one of these elements has strayed away from your original intent of the campaign.
Long-term Lack of Results
Sometimes campaign problems have nothing to do with search volume or clicks. If your campaign is not providing reasonable results (positive ROI to the product or service they are advertising) over a sustainable period of time, it may be time to pause the campaign. You may be tempted to increase the budget, but first look again at your goals and the costs you’ve already accrued. What’s the searcher’s intent behind the keywords they are using? Are they actually looking for a product or service, or are they seeking free information? There’s no reason to continue to throw money towards a campaign that isn’t bringing results. Carefully and objectively assess your campaign and see if you have improperly valued the keywords you are targeting.