The Value of Evergreen Paid Media Campaigns

Navigating the paid media landscape can be difficult for advertisers big and small. Making informed decisions on goals, targeting, and budget are challenging but integral aspects of reaching campaign goals. One of those challenging decisions is knowing when to keep campaigns running and when to pause. The first instinct when a campaign is underperforming is to pause or cancel. However, evergreen paid media, even at a lower spend, allows for increased campaign learning. This ultimately leads to long term benefits. Especially with automated campaigns, extended flights allow the platform to optimize towards the best performing audience and provide more insightful data.

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.

Maintain Brand Consistency and Messaging

Users are more likely to trust a brand that they’re familiar with. This isn’t a new concept, yet it’s as true now as it has ever been. Consistently reaching a target audience keeps you in front of potential customers even if they’re not ready to make a decision. But, this doesn’t have to be at the expense of extra budget. Even keeping campaigns active at a much lower spend will keep users engaged and solidify your spot in their consideration set.

When seeking results in the paid media landscape, consistency and optimization is key. Staying in front of a target audience while making changes is more likely to lead to results than stopping campaigns. The best way to improve is to continue to test. Evergreen paid media campaigns are the most effective way to do that.

Key Takeaways

• Learn and optimize before you cancel under-performing campaigns
• Extend campaign flights for improved efficiency and platform optimization
• Maintain consistent momentum to stay top of mind with consumers

For more tips on evergreen marketing strategy, watch this quick video.