Why Always-On Campaigns Are Key to Successful Marketing | Adtaxi

Why Always-On Campaigns Are Key to Successful Marketing

Blog

Jennifer Flanagan

Feb 08 2022

Every company needs its content in front of the right audience at the right time — that’s just one of those immovable facts of marketing. But for the past year or so, the expectations for digital campaign performance have been in flux. It’s difficult to project the range of outcomes a campaign can produce in a time of unprecedented volatility among shopping trends, broken links along the global supply chain, and the shifting needs and values among millions of potential customers.

Though marketing solutions are rarely one-size-fits-all, it remains critical for your advertising efforts to reach your target demographics in the correct time and place. Brands are much more likely to accomplish this through smart use of evergreen campaigns rather than trying to hit a moving target — keeping your campaigns running will maintain consistent messaging and momentum, avoid disrupting valuable attribution data, and ultimately aid in the optimizing and general success of your digital strategy.

Why it Pays to Be Consistent

One of the best attributes a business can project to its audience is one of consistency and trustworthiness. Posting content on social pages at random intervals, responding to customer comments sporadically or updating blog, inventory or promotional materials irregularly isn’t just confusing; it projects a disinterest in the customer experience that’s difficult to overcome through content alone.

Consistent content distribution — including paid marketing efforts — has been proven to boost a company’s worth by 20% in the long run. Forging a genuine connection with customers is near-impossible without first proving your brand capable of reliability and professionalism. When it comes to paid campaigns this might not be as immediately evident, but the same principle applies: users must be able to count on your brand to have the information, resources, products or services they need precisely when they need to facilitate the kind of customer experience that leads to campaign success.

What Happens to Campaign Efficiency When You Start/Stop

Starting and stopping your ads when it looks like performance might be slipping is risky business. For every slump you hope to avoid by pausing when data shows lower-than-normal efficiency, there is an equal risk of missing valuable spikes in potential audience interest. Not only is it critical to maintain your base advertising efforts for consistency’s sake — it also keeps your data fresh.

While pausing an AdWords campaign isn’t uncommon and won’t necessarily impact your page’s quality score, performance suffers when subject to frequent pauses and restarts (not to mention unreliable data as lookback windows grow full of gaps due to the campaign’s inactivity). Pausing campaigns cuts off the flow of information needed to optimize campaigns accordingly. Without up-to-date information tracking customer activity, sales funnels risk drying up and forcing companies into taking several steps backward without nearly as many customers deep in the cycle and close to a purchase.

The next time these brands launch a campaign, it’ll be without the aid of data to pinpoint where their efforts could be most effective.

Don’t Pause — Optimize

Tinkering under the hood of your active campaigns is a constant game of balancing the available channels and platforms you have at your disposal with what’s performing most efficiently. Achieving this balance requires identifying appropriate KPIs for each campaign and throughout your commonly used platforms so as to fairly judge whether or not they’re proving effective.

For example, just because an awareness campaign on Facebook doesn’t appear to directly affect conversion numbers doesn’t mean it isn’t successfully casting a wide net over high-potential leads. Without effective upper-funnel efforts, low-funnel plays like dynamic retargeting can’t function properly. The right KPIs go a long way toward determining the health of your campaigns, both individually and collectively.
Staying on instead of pausing ads also makes it possible to determine how best to optimize performance. Part of the digital marketing game will always rely on experimentation first, then doubling down on the pieces of your strategy that flourish when backed by increased ad spend. Since buying cycles are constantly changing, effective campaigns must be both active and flexible to account for users’ changing buying habits. When users become more prepared to convert, your content and inventory need to be ready.

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