Struggling with ad fatigue and low CTR in SEM?

☂☼✍In SEM, avoid ad fatigue and low CTR by regularly changing your headlines, CTAs, and ad creatives. A/B testing should be used to find the most effective variations. Divide up your target market into segments and modify your bidding tactics. To sustain engagement and raise CTR, optimize based on data-driven insights and do routine performance monitoring.

The first thing I would do is create a remarketing campaigns to re-engage users who have previously interacted with your site and exclude them from regular SEM campaigns. Use different ad copies to re-engage these users. Write compelling, clear, and concise ad copy that highlights the unique value proposition of your product or service. Use ad extensions like sitelinks, callouts, structured snippets, location extensions, call extensions to provide additional information and make your ad more attractive. Include a strong call-to-action (CTA) to encourage users to click on your ad. Perform thorough keyword research to target high-intent keywords. Use negative keywords to filter out irrelevant traffic and improve ad relevance.

Start with being honest about the creative. Put yourself in the user's shoes - would this content actually grab your attention? Should it be animated to say more with less? Is there a readability issue? Go back to your targeting and reconsider the audience, conceptualizing new interests/angles to reach your audience and inspire them to explore your CTA and convert.

Ways to Combat Ad Fatigue: Rotate Different Ad Variants: Regularly rotate your ads with different messaging, images, or calls-to-action to keep your audience engaged. Update Visuals: Change the images, colors, or design elements to create a new visual appeal. Creative Storytelling: Use refreshed creatives to tell a compelling story about your brand, products, or services.

Recuerdo una vez que estaba trabajando con un ecommerce de ropa y zapas deportivas que llevaba meses con la misma campaña publicitaria. Las ventas habían caído en picado. Decidimos arriesgar más y propusimos una renovación total de las creatividades. Cambiamos imágenes, textos, CTAs, colores, etc.. La verdad es que el equipo de diseño se lució. Y se hizo la magia! Las ventas se dispararon y la marca volvió a incrementar sus ventas una animalada. 🚀

Storytelling can be a powerful tool to combat ad fatigue and boost click-through rates (CTR) in Search Engine Marketing (SEM). Just as we were captivated by the serialized adventures of Tarzan in our childhood newspapers, crafting compelling narratives can ignite interest and encourage audience engagement. This approach stimulates creative thinking for fresh ad concepts and invites users to a journey with your brand.

Diverse Targeting: Rotating audiences allows you to show your ads to different segments of your target market. By doing this, you avoid over-exposing the same ads to the same people, which can lead to ad fatigue. 2. Customized Messaging: Different audiences may respond better to different messages. By rotating your audiences, you can tailor your ad copy and creative to be more relevant to each group, thereby increasing engagement and CTR. 3. Frequency Capping: By rotating audiences, you can control how often individuals see your ads. This helps in preventing ad fatigue, as users won’t see the same ad too frequently.

Recuerdo un verano en Asturias, que nos pasamos una semana entera comiendo cachopos en el mismo restaurante. Al principio, estaba genial, pero al quinto día... 🤢 Hasta el camarero, se reía de nosotros. Pues lo mismo pasa con los anuncios. Si machacas a la misma audiencia una y otra vez, se cansan. Y cuando se cansan... adiós a las conversiones! Según un estudio, el 60% de los usuarios de internet se sienten "bombardeados" por la publi online. Tienes que crear diferentes versiones de tus anuncios para cada segmento. Así podrás adaptar el mensaje y el tono a cada público. Gracias por leerme, ¡y a por todas!

Always A/B test when budget is in agreement, to make the best use of client funds. When working on a new account/client/audience, the insights you'll gain from the A/B test performance help to inform in both, real time and for future casting; details on how the audience behaves and reveals their primary action drivers. A common assumption in A/B testing is that you'll need to test two creative assets. Often, its the headlines and descriptions that can be adjusted to find success. Use this process to fine tune your brand voice and increase connection through the ad copy.

Recuerdo una campaña que lanzamos para una empresa de reformas... ¡menuda liada! Teníamos unos anuncios que eran la bomba. Pero los resultados... Menos conversiones que un desierto tiene árboles. 🌵 ¿El problema? La página de destino era un caos. Información desorganizada, fotos pixeladas, un formulario de contacto más largo que un día sin pan... La página de destino es donde se decide casi todo. Es ahí donde el usuario tiene que pasar de "interesado" a "cliente". Y para eso, la experiencia tiene que ser impecable.

Relevance and Continuity: Ad Consistency: Ensure your landing page content matches the ad copy. This reduces the cognitive load on users and increases the likelihood of conversions. Message Match: If an ad promises a discount, the landing page should highlight this discount prominently. User Experience: Loading Speed: Fast-loading pages reduce bounce rates and keep potential customers engaged. Mobile Optimization: With many users accessing ads on mobile devices, a mobile-optimized landing page is crucial. Personalization and Segmentation: Dynamic Content: Tailor landing page content based on the user’s search intent or demographic data.

• Revamp your creatives: Shake things up with fresh headlines, descriptions, and visuals. • Test variations: Use A/B testing to see which ad copy resonates best. • Target strategically: Refine your audience targeting to reach the right people who are genuinely interested. For low CTR specifically: • Craft compelling copy: Focus on user benefits, strong calls to action (CTAs), and clear value propositions. • Refine keywords: Ensure your keywords are highly relevant to your offerings and search intent.

Personalization can prove very helpful in combating the ad fatigue. Customize ad copies based on audience segments to make your ads more relatable and engaging. Strategically using different Ad Formats (extensions) can also help relieve ad fatigue a lot.