Having a great product and a genius idea for a campaign is hardly enough fuel for advertising. An informed and strategic plan of action for ad campaigns is critical if you want targeted clicks that result in conversion.
Join us as Matt Edmundson talks to Jarod Spiewak about mistakes businesses make with their marketing and what we need to be aware of when starting an ad campaign for our digital businesses.
Jarod Spiewak is the founder and lead strategist of Blue Dog Media, a boutique, strategy-first, agency that helps exceptional businesses run sophisticated ROI-positive marketing campaigns to fuel long-term growth, without all the typical agency BS.
Mistake #1 Jumping in to creating ad campaigns without knowing the target audience.
Far too often we take the leap into creating ad campaigns without first knowing who we are advertising to and why.
Keywords and placements aren’t a strategy.
Most people don’t start with a strategy. Understanding the customer persona and building ads based around those very specific personas will result in higher conversion. The more you know about your business and the more you know about your customer, the better your ad campaign will be.
Mistake #2 - Failing to invest in conversion tracking.
Fortunately a lot of eCommerce platforms already have conversion tracking available and so from the get go businesses are able to track purchases. Google Ads is pretty easy to figure out from there. What many people fail to invest in, however, is tracking things like your lifetime value, or your retention rate or doing anything on a subscription basis. These can all be tied into your ad campaign so that you can see the lifetime value difference in each of your different channels.
Another very common metric that people miss out is engagement tracking.
It is worth tracking engagement to see where people are falling off so that you can see what is working for your customers and where they are losing interest. This information also not only helps to make sure you get higher conversions but also helps you understand your customers. These findings can also help target your remarketing efforts to those who have already engaged with your website.
Mistake #3 - Not checking the placement of the ads to see where they show up.
A successful ad campaign doesn’t just need to speak to the customer it also needs to be placed where the ideal customer will be able to view it in the most relevant time and place. This added attention to detail can further optimise your ad campaigns.
The sooner you can identify and target the high converting sites, the quicker you will be able to optimise your ad budget and nurture brand loyalty.