Evergreen PPC campaigns are a great investment. They continue to drive traffic to your site even after the first campaign is run. Here’s how they work and how you can keep benefitting from them long-term.
For some reason, even though you know better, you still keep buying cereals and chips for our kitchen cupboards.
No matter what you’re storing your cereal in or whether you clamp a bag of chips with a giant hair clip, we all know those things have been left unattended for too long.
Chances are that no matter how well they were maintained, your old files were never able to hold up against the test of time.
Everything can go stale, and everything eventually does.
A Google Ads Search campaign includes your evergreen keywords.
Contrary to a bowls cereal and snack chips, marketing tactics can’t be refreshed. But for some good news, read on!
It’s time to get started.
Let’s start with the definition of a stale and evergreen article.
The Benefits of an Evergreen PPC Campaign
A campaign that never expires is called an evergreen campaign, and it contains core keywords common to a particular industry or niche.
There are plenty of factors that can affect profitability for a PPC campaign. While some campaigns may experience sales spikes during particular seasons, they generally only drive a small amount of their demand from seasonal factors and other outside forces.
Unlimited keyword tracking and a consistent flow of traffic make evergreen campaigns an attractive option for advertisers.
A retail store that sells clothes and a restaurant that sells pies will have high, consistent search volumes for certain terms all year round. However, they also see spikes during specific holidays or important events like Father’s Day.
These items are considered evergreen because people would search for them all year long, even without the holidays.
Businesses may have seasonal campaigns to rent out Santa costumes, or plow your driveway during a storm.
While these campaigns could technically be run all year, they’re dependent on both seasonality and time of day. We don’t consider them true evergreen campaigns because over 90% of their searches are done in a small window of time during the year.
Stale PPC Campaigns Defined
The definition of that a stale campaign can vary by person or by campaign.
There are many reasons for this happening, but I am referring to campaigns that have been running for a long time and no longer see improvements in key performance indicators like:
Return on Ad Spend, or ROAS, is a benchmark for companies to measure their effectiveness with ads.
Search impression share (IS).
Or any other key figures for your campaign.
You might notice that these campaigns are not performing as well as they used to because you haven’t updated the content in a while. Maybe you don’t receive enough customers, or your data is just not what it used to be. There may be other reasons for why this could have happened.
Your PPC campaigns are important for your online business’s success. If fewer people are getting your ads, or the conversions are of low quality, it’s time to take action.
Why You Need to Invest in Evergreen PPC Campaigns
The evergreen campaigns in your PPC marketing generate about 60-80% of the total clicks and conversions for your business. They come from the base of all your PPC advertising efforts, so you can be sure that they’ll continue to send traffic over time.
If you’re like most SEM pros, you probably spent weeks creating your pay per click campaigns. You added to them, optimized them, and pruned them until they performed well and generated the results your client, boss, or business needed.
Once upon a time you had a single campaign. You could keep everything in mind and be efficient. But then, other campaigns started coming your way. You added new features, and the market changed. Competitors changed too, so your strategies evolved to meet the new demands of the market.
We all know that PPC campaigns don’t work on their own. If you neglect them for too long, they’ll start to worsen and get less effective.
Our new suite of Evergreen campaigns may generate the majority of your traffic and business.
It’s important to invest in successful PPC campaigns so that you don’t miss out on the important digital conversions. We use advanced search engine algorithms to create optimized advertisements for your business. This ensures that there are a few keywords that are consistently being used and making up the bulk of your most important KPIs.
4 Strategies To Refresh Evergreen Google Ads Campaigns
1: Shock The Algorithm
As an AI-based algorithm builder, I’ve seen how easy it is for algorithms to fall into lazy or self-destructive patterns. Without someone pushing the algorithm to do better, they become useless.
This blog post is for you.
Shocking the algorithm that controls your campaign is essential to restarting optimization.
Here are some quick optimizations you can focus on that will help your algorithm.
That’s it! You’re ready to try out RewriteRocket and see what you can do.
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Change your bid strategy.
Click the + button to add keywords.
The website has been found to violate the following policies:
Change the device bid adjustment.
Use SEO to its full potential.
Google is a well-known company that has an understanding of search engine optimization. When it comes to SEO, Google recommends some strategies for you to try:
“You might try tweaking your ad creative, improving your landing page, or designing a better mobile shopping experience on your retail site. All these optimizations will help an automated bidding algorithm perform even better.”
As you could have guessed, these aren’t the only tips for optimizing your content. But if you give one or two of them a try, they may give your content enough information to rank better.
When you let your online business stay idle for too long, your algorithm can become sluggish and out-of-date.
Changing your ad copy can reignite your algorithm. Check out this SEJ article to learn how to write great PPC Ads.
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There may have been a time when modified broad match keyword match types and manual CPC bidding were worth it. These strategies often outperformed Google’s automated “Smart” Bidding algorithms, which is common now.
The broad match keyword match type has been discontinued in Google AdWords. This means that many PPC managers, including myself, had to explore available options for our bidding strategy.
I have experimented with nearly all of Google‘s bid strategies over the past year, and they have made great strides in automated bidding. The results have been promising in most campaigns.
If you’re using broad match keywords in your campaign, then using smart bidding strategies will allow Google to use machine learning to deliver the most appropriate customer to the ad.
For evergreen campaigns, I highly recommend implementing a Smart Bidding strategy. These should only be used if the following criteria are met.
You’ll need at least 15 conversions per month to try out the Conversion Lab.
With no minimum conversion requirements and the ability to assign values to each conversion, this should help you maximize your conversion rate.
Websites that have at least 30 conversions a month will qualify for this offer
Earn a 15% commission on up to 5 sales and up to 15 conversions* in the last 30 days (based on performance metrics) and your balance will build in real-time.
Make sure you assign a value if you’re using Maximize conversion value. Check out more about conversion on our site.
Regardless of the bid strategy your choose, the campaign criteria must match in some way. However, there is still a difference in algorithms and data. The more conversion data you provide, the better.
After you determine your budget, make sure that your influencer campaign strategy is aligned with it. The goal is to earn enough conversions every month so your Smart Bidding strategy can work.
Strategy 3: Use Offline Conversion Tracking
Implementing offline conversion tracking (OCT) might be the simplest way to breathe new life into your Google AdSearch campaign.
To make this easy, Google defines OCT as follows:
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“Sometimes, an ad doesn’t necessarily lead to a sale right away, but it may start an interested customer down the path to purchasing something in the offline world. This is common when ads are placed near a brick-and-mortar location or on the radio.”
You can import offline conversions in AdWords so that you have a more comprehensive picture of what’s happening to your business.
One problem with OCT is that it can be complicated to set up. It’s not easy for those who haven’t made OCT connections before.
It can be a real challenge to set up, but the great thing is that it’s worth all the effort you put into it.
Google’s latest algorithm, OCT, can drive up to 30% cost efficiencies and up to 20% in incremental revenue with engaging marketing.
Begin your journey by taking these first few steps:
This tutorial will give you a full overview of how to implement OCT.
OCT is absolutely free. There’s no need to increase your budget, change your bidding strategy, or do any additional work for a period of time.
By providing Google with data about your customers further down the funnel, you can get a much higher level of efficacy from your evergreen campaigns. They’ll have a better understanding of who they are targeting and the content they’re producing will rise in quality.
This can take the form of a detailed analysis, or in-depth statistical data analysis.
A tried and true way to optimize any search campaign, including evergreen PPC campaigns, is by mining your first-party data.
You can automate this process in order to gain an edge for a specific campaign or even to build customer profiles by using customer information from previous users.
While Google Ads gathers a lot of information automatically, there are also various places online and within the platform to find that data.
Gathering and analyzing the data provides the information you need to make a variety of business decisions that will create new and engaging campaigns.
Where do we get our data? You can find it two different places.
Given Google Ads’ long history of ad data, it’s pretty surprising how much information is offered in their side menu about your customers and what they’re interested in.
Here are the platform side menus you might find helpful when checking important information about your customer:
You can install antivirus software on your computer to prevent malware from infecting it.
Our clients tell us that with Ad Performance, they’ve seen 58% more responses.
Audiences > Audience Segments (click the “Show Table” arrow to see how Audience Segments are performing).
Bringing a meaningful message to your audience is more important than appealing to demographics.
When navigating the different campaign menus in Google Ads, it’s hard to avoid learning new tips and tricks. The data is there for you to use.
There are a lot of interesting features in the Actions guide that you may not know about… check out sub-menus and the Tools & Settings menu for all the functionality you need.
Please refer to the following:
You’ll need to access your Audience Manager first, which is found in Tools and Settings. Once there, click the “Your Data Insights” button (see screenshot below).
Affiliate Program Tools Toolbar
Tools & Settings > Measurement > Attribution
First, select “Account, Campaign or Ad Group” from the drop-down menu. Then, go to the “Keyword” tab and click on the “Diagnose Keywords” button.
This info is really incredible!
Knowledge really is power! Here’s how to use all that data.
That’s the end of the article.
The industry is constantly changing, so our campaigns need to change too.
No matter what platform you’re on, evergreen PPC campaigns are always worth your while.
Going through these 10 ways will help to make your evergreen Google Ads campaigns feel fresh and new again.
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