Marketers are masters of catching the user's focus in the perfect place at the perfect time. From blogging on social networks to creating content, influencing marketing, and beyond, it's all about delivering the right message.
Digital ad is one of the effective ways to interact with user digitally and catch their attention. Nevertheless, without experience, one can make serious mistakes that will drain the company budget and bring no results. In this article, we'll analyze the top mistakes in advertising campaigns and how to avoid them.
The creative is developed, the budget is allocated, the target audience is defined, KPIs are set, and even a test advertising campaign is launched. However, chasing after quick results, brands sometimes stop at this point and skip the maintenance phase. They don't track statistics for each format, optimize or change settings, even if the company isn't producing good results. If a brand adheres to the "launch and forget" principle, the bad news is that the failure probability of such a campaign is high.
Behind accomplished KPIs and impressive results is not only strategy development and hypothesis testing but also careful monitoring of the advertising campaign. At this stage, it is important to understand how users behave after clicking on the creative, which format brings more conversions, and which does not. Answering these and other questions is the key to effectiveness and the opportunity to correct mistakes in time. So don't neglect analytics during the campaign: Review reports, change settings, and turn off ineffective channels if you see that something isn't going by the plan.
The objective of the advertising campaign is to achieve the desired outcome for a brand. If the goal is not set correctly, it will lead to an inaccurate evaluation of its results, as well as a wrong selection of formats and platforms for connecting with the target audience.
Thus, when arranging and launching the campaign, it is essential to clearly understand what needs to be achieved: To increase recognition, to increase the conversion rate, to attract the target audience to the website, and so on.
When the user views the creative, they should be able to discern what problem the advertised product can solve for them. Each audience segment has its unique set of needs and desires, making it difficult to craft a single creative that meets the needs of everyone. Moreover, the advertising message for women aged 25-34 will be significantly different than the message for men aged 44-50, even if both groups purchase the same product.
The higher the relevance of the advertising message, the higher the chances of success of the ad. This is why several creatives must be developed with different visuals and text for each audience segment. Any doubts about which creative works best? A/B testing can help you decide and turn off ineffective formats.
For example, Adello had a wonderful case of Manor ad creatives developed for different age and gender groups for better outreach.
An ad can have a catchy slogan, clear CTA, and tens of thousands in budget. However, it won't bring the expected results without understanding the brand's target audience. Advertising to people who are not suitable users can be ineffective and costly, draining the budget in the process.
In fact, sometimes potential customers are known, but the campaign fails. For example, fishing tackle can buy not only by men who are fond of fishing but also by women as a gift to family and friends.
Therefore, before launching an advertising campaign, study the target audience, their interests, demographics, online behavior, preferences, and more. The more a brand knows about its target audience, the better it can segment it. This will help keep the message relevant to different users, increasing efficiency and revenue.
Most users don't make a conversion from the first visit to your site. Often users think for a long time before making a purchase, especially an expensive one, so one "touch" won't be enough for them. Retargeting is an opportunity to "remind" the audience about the brand and guide the user further down the sales funnel to conversion. The key to success is choosing the right audience for retargeting and considering the attribution window.
Typically, retargeting is set up for all visitors to a site. However, there is no need to return everyone. Effective retargeting (and proper budget allocation) is needed for users who are really interested in the product and are not accidentally on the site. For example, you can narrow down the audience for retargeting by selecting users who clicked on previously displayed ads, visited a certain physical location or spent more than 2 minutes on the website, viewed a certain number of pages, and so on.
Programmatic advertising technology will help analyze a huge amount of data, identify patterns in user behavior and show brand creativity to those more likely to convert.
Digital marketing is a constantly evolving area full of winners and failers: you can thoroughly think through the advertising strategy and succeed, or you can act impulsively, cut corners and make mistakes. Don't let mistakes spoil your marketing magic! Fixing goof-ups in your campaign is crucial to make sure your message shines through to your target audience with clarity. Misleading marketing messages can lead to distrust among consumers and loss of business. Take control and rectify those errors quickly to preserve your brand's image, build consumer confidence, and pave the way for marketing success.
