Compare your campaign’s metrics to another timeframe.

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If you were running the same or a similar campaign at a different time, compare the same metrics to that timeframe. Are there significant differences, or do they look about the same? Have they improved? If seasonality matters to your business, consider running different campaigns at peak times than you would during the off-season. On that same note, expect your metrics to be significantly higher during your peak season than the off-season. If your campaign at the same time last year was performing better, consider factors that are both in your control and out of your control. As an example, in 2020, many service-based businesses have seen a russia telegram mobile phone number list decrease in traffic due to COVID-19 — therefore, their revenue and conversions as a result of their ad campaigns will likely be higher in 2019 than 2020 — this would be a circumstance that is mostly out of their realm of control. However, having this information gives you the ability to rationalize campaign performance across different circumstances, and when you feel that you can make a change for the better, adjust your ads accordingly.

Adjust your campaigns based on their performance.
If you’ve noticed long-running and consistent patterns of low performance on your ads, adjust what you can to see if those changes help your ad performance. Ensure that your ad text has an attention-grabbing call-to-action (CTA). Simply including language like “Call us today!” or “Stop by now!” might encourage a potential customer to click your ad or stop by your store. Make sure that your landing page is easy to navigate and has the information that your customers are looking for. Some ad algorithms consider landing page quality as a measure of an ad’s overall quality, and a hard to navigate or poorly-optimized landing page may reduce your ad’s quality score — therefore lowering its performance and impressions. While it may be tempting to make several changes at once, it can be helpful to update only one component of the campaign at a time in order to better track which has an effect on ad performance. You can also adjust your ad spend if you think there may be benefits to a different budget. The possibilities are endless! Lastly, consider reading more about Google’s ad requirements and Facebook’s ad requirements to ensure that your ads meet their standards and are therefore being delivered to the best possible audience.