Evergreen Paid Media Campaigns Keep Momentum Strong
When considering keeping campaigns on or deactivating, it’s helpful to think of the analogy of being stuck in traffic. The instinct when stuck in standstill traffic is to put the car in park and turn the ignition off. That would save fuel while things are moving slowly. But when traffic picks back up, you’re stuck having to turn your car back on. This takes more fuel and the cars around you are already down the road before you’re able to get your car moving again. In this analogy, think of your car as your campaigns and your fuel as your budget. By the time you get your campaigns going again, your competitors are already coasting down the highway. Plus, it took them less effort and budget to get down the road because new campaigns typically take longer to deliver results.
Campaigns with a longer duration historically perform better on platforms including Google, Facebook, and The Trade Desk for several reasons:
- The platform optimizes towards campaigns with more history and higher engagement. Especially with Google Paid Search, Google’s algorithm is more likely to present an ad with a history of a high user engagement than something brand new.
- The ability to A/B test audiences, creatives, and other strategies with a lower budget. Down periods of seasonality allows space for testing in a lower risk time period with smaller spend.
- Spread awareness when intent may be lower. Though users may not be converting at the target rate, keeping campaigns on brings users into the funnel. Then, when they are ready to convert, you are top of mind.