Why your campaigns are failing?
These days I am seeing a trend of everyone talking about the power of digital ads. Facebook, with multibillion user database, cutting edge ad platform, and detailed targeting options is one of the most powerful ad platform in the digital ecosystem. Google ads is another behemoth which relies heavily on intent and browser behavior.
It is relatively easy to launch a digital ad campaign if you understand the basics of a platform. The hard part is making those campaigns successful, sustainable and scalable.
In their rush to get in on the action, many businesses make key mistakes that doom their campaigns before they even launch. I have done it too and failed many times.
Based on my learnings after being in this industry for five years. I would like every marketer and entrepreneur to focus on these 3 elements before they launch any campaign. I would also suggest you can analyze and take corrective action based on these 3 elements.
1. Goals
I want to first define what I mean by Goal. A goal in our parlance is the desired action you want your prospect to take. It could be awareness, traffic, leads, signups, sales, and up-sells.
This is first fundamental which should be rightly set up in any campaign. If your campaign objective on Facebook or google is not properly set up (pixel issue) or you are not optimizing on the right goal, your campaign is most likely to fail.
Campaign objective gives the right direction to any campaign and the campaign behavior will be dependent on the goal we set. I would say the budget and bids which we are setting for that goal is equally important as that would set the pace of the campaign.
Action Point – Check if your goal, bids, budgets are in line with what you want to get out of your campaign.
2. Content
Content or copy of any campaign is the next critical piece in this. If you have researched well about your customer- pain points, dreams, goals, desires.
If you can craft the message which addresses the pain points, dreams, goals of your customer and what will they get out of your product/service, your campaign will have high CTRs.
Your campaign will be more effective if your content (copy & creative) is able to convey the desired message. It should have a right call to action and a hook which will draw a desired action from your prospect.
Action Point – Check if your CTRs, VTRs are meeting your benchmarks. Check if your ad is resonating with your audience, are they clicking and taking a desired action. Check if your content matches with campaign objective.
3. Targeting
Targeting is third critical piece of the puzzle which is very important to crack a good campaign. This is where you decide to whom you want to reach out on social platforms or web or searches. Content and targeting are two ways you make sure your relevance score/quality score is high on google and Facebook campaigns.
If you are going to run Facebook ads with generic audience segmentation, then your ads are bound to fail. You will still get plenty of impressions for your ads, but the conversion rate could still be in the red.
The same is true for google search campaigns. If your keywords are not well researched and if you have done an audit where the intent behind the search is matching your desired goal, your search campaigns are bound to fail.
Action Point – Check if your CTRs or conversion rates. Research your prospects and paid customers. Create audience in Facebook based on past audiences. Research intent based keywords to figure out the right keywords for your business. It would be good if you could figure out the right benchmarks for your performance and you’re performing audiences/keywords.
These recommendations are just a starting point for analyzing and taking corrective measures. The best way to improve your campaigns are the constant trial and testing. It’s okay if you failed in a marketing campaign. Most successful businesses do.
What are your take ways from the this article? I would love to hear about them in the comments below.
Happy Learning !