Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on the challenges you're facing with your ads. It sounds like you've hit a bit of a wall, which is pretty common in the world of paid advertising. It’s annoying when that happens!
Let's look at your plateauing ads...
From what you've described, it seems like you're experiencing a drop-off in ad performance after an initial period of success. There could be several reasons for this, and it's important to systematically investigate each potential cause rather than just throwing darts at the board and hoping something sticks. I've seen this a lot with ecommerce clients, it's definitely not uncommon.
Firstly, it could be creative fatigue. Your audience may have simply become desensitized to your existing ad creatives, leading to lower click-through rates (CTRs) and conversion rates. Secondly, it could be audience saturation. If you've been targeting the same audience for an extended period, you may have exhausted the pool of potential customers who are interested in your product. Thirdly, it could be external factors such as increased competition, changes in market trends, or seasonal fluctuations in demand.
To get a better handle on the situation, it's important to dive deep into your data and identify the specific areas where performance is lagging. Are you seeing a drop in CTRs, conversion rates, or both? Is the problem isolated to a particular ad campaign or audience segment? Once you have a clear understanding of the problem, you can start implementing targeted solutions to address it.
We'll need to look at traffic quality and your website...
Another area to consider is the quality of traffic you're driving to your landing pages. Are you targeting the right keywords or audience segments? Is your ad copy accurately reflecting the value proposition of your product? If you're driving irrelevant or unqualified traffic to your landing pages, you're unlikely to see a good return on investment, no matter how compelling your ad creatives are. I had one client recently that was targeting completely the wrong audience, and their website was awful.
I'd also take a good hard look at your landing pages. Are they optimized for conversions? Is the design clean and professional? Is the copy clear, concise, and persuasive? Are you making it easy for visitors to take the desired action, such as making a purchase or signing up for a free trial? If your landing pages are not up to scratch, you're leaving money on the table, so to speak.
Let’s look at what you can do, as a quick overview:
| Area | Recommended Action |
|---|---|
| Ad Creatives | Refresh your ad creatives with new images, videos, and copy variations to combat creative fatigue. We've seen particular success with UGC recently. |
| Targeting | Experiment with different audience segments, interests, and demographics to identify new pockets of potential customers. |
| Landing Pages | Optimize your landing pages for conversions by improving the design, copy, and user experience. |
| Bidding Strategy | Review your bidding strategy and adjust your bids to ensure you're not overpaying for clicks or impressions. |
| Tracking & Analytics | Make sure your tracking and analytics are set up correctly so you can accurately measure the performance of your campaigns and identify areas for improvement. |
I'd say you need to give it more time...
In the short term, there are several things you can do to try to bounce back and salvage your campaigns. First, you can try refreshing your ad creatives with new images, videos, and copy variations. This can help to recapture the attention of your audience and drive more clicks and conversions. We've had some real success with this recently, so it's a good one to try first. But just make sure they're good, I've seen some terrible ads!
Second, you can try experimenting with different audience segments, interests, and demographics. This can help you to identify new pockets of potential customers who may be interested in your product. I usually recommend this to ecommerce clients. Thirdly, you can try adjusting your bidding strategy to ensure that you're not overpaying for clicks or impressions. And finally, you can try pausing and rebuilding your campaigns from scratch, using the data you've collected to inform your targeting and ad creatives.
If these short-term fixes don't work, it may be time to consider more drastic measures such as switching the angle of your product, moving to organic channels, or pivoting to a new offer entirely. Sometimes, a product simply hits its ceiling and there's nothing you can do to revive it. In other cases, a change in strategy or focus can be enough to turn things around. But don't give up too easily, especially if you've invested a lot of time and money into your product.
And in the long term, it's important to adopt a more holistic approach to your advertising strategy. This means thinking beyond just paid ads and considering other channels such as social media, email marketing, and content marketing. It also means focusing on building a strong brand and creating a loyal customer base. By diversifying your marketing efforts and building a strong foundation, you'll be better positioned to weather the ups and downs of the advertising world.
Ultimately, the best approach depends on your specific circumstances and goals. But by following the advice above, you'll be well on your way to bouncing back from this drop-off and achieving long-term success with your ads.
We've run campaigns for similar products...
We've helped loads of clients in a similar situation. We've seen particular success with helping ecommerce stores that sell products sourced through Alibaba and get them to bounce back from plateaus and hit new heights. For example, we recently helped an ecommerce store selling women's apparel achieve a 691% return on their ad spend by revamping their ad creatives and experimenting with new audience segments. In another case, we helped a subscription box company achieve a 1000% return on their ad spend by optimizing their landing pages and improving their customer journey. It's things like this that clients value.
If you're feeling overwhelmed or unsure of where to start, it might be worth considering working with an expert who can help you navigate the complexities of paid advertising. A good consultant or agency can provide you with valuable insights, guidance, and support, and help you to achieve your advertising goals more quickly and efficiently. We're always happy to have a chat and give you our honest opinion.
I hope this has helped. I think you could benefit from an expert helping out as I think you're probably wasting your money right now. We would be happy to offer a free consultation to discuss your specific challenges and goals.
Regards,
Team @ Lukas Holschuh
