From Google Ads to Meta Ads, online advertising has developed a reputation as an “instant win” digital marketing solution. However, whilst online ads are a very effective element of PPC when done properly, there is a lot more to it than simply putting ads out into the world and waiting for the sales to roll in.
The short take is: online ads can achieve some things quickly, but the high value conversions that deliver maximum ROI take a little longer. Read on to delve a little deeper into why this is.
Factors that affect online ad conversion rates
The speed with which Google Ads and other forms of paid media achieve results can vary depending on:
- The industry your business operates in: Some markets are more competitive than others, meaning ads take longer to optimise.
- The type of conversion needed: A simple ad goal (e.g. visiting a landing page) is likely to convert quicker than something potential customers will need to consider more (e.g. purchasing a large or expensive product).
- The budget you have: In most cases, the more budget you can dedicate to online ads, the more data can be collected – speeding up optimisation and leading to better conversions more quickly.
- Your landing page: If your website offers a good user experience – and a clear, easy to navigate landing page after clicking an ad – your conversion rate will be higher.
What online ads can achieve quickly
In the short term, online ads can only achieve so much – but this is all laying the groundwork for the big wins PPC marketing can deliver later down the line.
1. Appearance in search results
Properly set-up and optimised ads can start appearing in search results within the first few days of the ads going live. You can then monitor things such as how many people actually click through to your ads, how much revenue the ads are bringing in, and which keywords are performing the best.
2. Improved ad budgeting
One of the pitfalls of attempting PPC without any strategy in place is spending your budget unnecessarily or inefficiently. However, in as little as the first few weeks of an ad going live, patterns and performance metrics start to emerge than can help you get the most out of your PPC budget.
When we start an ad campaign for our clients, we closely monitor how ads are performing and tweak them if they’re not getting the desired results. This can involve:
- Editing the ad copy
- Removing low performing keywords
- Adjusting ad spend to make sure the best possible ROAS (Return On Ad Spend) is achieved
What online ads achieve after a little time
Whilst you sometimes see quick wins and instant revenue after a surprisingly short amount of time from setting an ad live, the true goal is long-term growth. This will, ultimately, deliver a true ROI – but it doesn’t happen overnight.
By the end of the first month of setting an ad live, the benefits of ad optimisation will start to kick in. During this first month, the increasing amount data we gather for our clients on how their ads are performing enables us to keep adjusting things until we hit that sweet spot of strong performing, optimised ads that don’t break the bank when it comes to budget.
1. Better click-through rates
Fully optimised ads and ad campaigns generate better click-through rates. This means people seeing your ads are at the very least clicking through to your website, showing they’re interested in your business – and your ads are reaching the right audience.
2. Higher Quality Score
Higher click-through rates also improve the Quality Score of your ad – meaning it is likely to perform better in search engines, as it is recognised as a relevant, reputable ad.
3. More conversions
The combination a high Quality Score and click-through rate naturally leads to more conversions – whether that’s the sale of a certain product, sign-ups to a newsletter, remarketing, or simply visits to a specific landing page on your site.
4. Enhanced SEO
When it comes to long term digital marketing strategies that deliver the best results, PPC and SEO are the perfect partnership. Highly optimised ads and a website bolstered by a powerful SEO strategy earn your business:
- Improved ranking in search results for high-value keywords, and potential top of the search page visibility as a source for AI overviews.
- A wider pool of relevant user data to help fine tune your ongoing ads and strategy.
- Cost effective marketing – ensuring the SEO for your website is strong means you won’t need to spend as much on your ads to keep seeing good results.
