Every month we bring you SEM insights from our knowledgeable Customer Success Team. Today CSM Ankit Chandra, who works with some of the largest retail advertisers across the US, shares insights on how to deal with underperforming ads and how to produce stronger ad copy.
Writing compelling ad copy is a huge challenge for search engine marketers. Here at Boost, we work with companies of all sizes, ranging from small startups to global enterprise brands and household names. All segments of the market share this same challenge, and often times when companies approach Boost, they are seeking the highest quality ad copy. For any advertiser, the story of stronger copy is compelling. So what is the best way to drive relevance at scale across your entire account?
Many times, we see ad groups that have one or two ads driving the majority of performance, while the lower performing ads tend to languish. In aggregate, the ad group’s spend and performance are driven by one or two ads. The assumption is to skip the lower performing ads and target the highest performing ads in an ad group. After all, if those are the ads that are driving traffic, wouldn’t you want them to be optimized?
Boost tackles this problem with a slightly different approach that answers two questions: how do you deal with underperforming ads, and how do you produce the strongest performing copy in an ad group?
To deal with underperforming ads, Boost utilizes the Adsweeper tool, which identifies gaps between the lowest performing ads and highest performing ads in each ad group. Based on this analysis, we can highlight exactly which ads to pause. This is important because it also allows us to look at the impression volume of each ad in our calculations.
When it comes to writing the best performing copy in an ad group, Boost starts by targeting the lowest performer (after the Adsweeper has been run). While this initially may seem confusing, it often produces the best results for both the ad group and the account as a whole. Why? Because of the opportunity cost to run and A/B test to write better copy.
This is not unique to Boost; it is true of any testing methodology as we are running in a live environment. The opportunity cost (of impressions clicks etc.) has a much higher impact when targeting the highest performing ad, because it is already a high performing ad. Historically it has proven to be the most relevant and the most effective. By starting with the lower performing ad we can:
- Minimize the cost of testing to an ad group as a whole
- Learn to write fresh copy that captures the brand voice
- Raise the performance of an ad group and provide incremental gains
What we have seen is that often times the ads we write against lower performing ad’s often times become the best ads in the ad group. They overtake the highest performing ad in two weeks across key metrics. By targeting the lowest performing ad, we are removing the weakest link. By the time we have gained enough learnings to optimize against the highest performing ad, we have raised the floor, and learned how to write copy that captures the brand voice, letting us effectively raise the bar.
In the end, Boost is always aligned around three things: providing the best copy possible, minimizing the impact of doing so via testing, and driving that relevance across the account at scale. Leave it to Boost to write the best ad creative, so you can free up more time to focus your energy on maximizing your bidding strategy, landing pages, and spend levels
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.