Five signs your digital advertising campaigns are underperforming and what to do about it
Pay-per-click is often a victim of its own success. Even the most basic setups produce results, marketers and agencies can see as a set-it-and-forget-it solution. Closer examination, however, will often reveal significant wastage. Here are five of the most common problems and how to fix them.
1. You struggle to maintain consistent results
Often, businesses find that the volume of traffic generated by digital marketing is inconsistent or gradually declining. One of the key factors affecting this is an overly simplistic campaign structure. Having only one ad shown for a given search term is rarely, if ever, the best approach. Multiple ads optimized for different times of day, different devices, and locations offer much more control over what works and what doesn’t. This way, each campaign can be evaluated, tested, optimized, and scaled to achieve consistent results.
2. PPC Visitors Are Not Converting Into Enough Requests
In some cases, businesses may see good or even high levels of traffic to their website through PPC, but visitors simply fail to take the next step to get in touch. In this case, it is often where potential customers are attracted rather than the ad itself that is at issue. A poorly optimized landing page will cost businesses thousands of pounds in lost revenue.
In the past, solving this problem meant creating a single landing page with a clear and direct call to action. Although this principle remains correct, there are now a series of advanced features that can boost conversions. Leveraging the latest advancements in artificial intelligence and machine learning, it’s now possible to quickly and efficiently create smart landing pages that use multiple multi-step forms. Much more geared towards website visitors who take immediate action, we’ve taken this approach for all of our clients and are seeing conversions increase by up to 30-40%.
The introduction of AI and machine learning eliminates the need for a “one-page” approach to conversion optimization by delivering the most relevant content to every visitor. Through analytics and learning, AI-powered landing pages send visitors to a landing page variation where they are most likely to convert.
3. Your competitors seem to be everywhere and stealing your voice
Smart companies make sure they have multiple points of contact with their potential customers. Engagement in the form of conversions or inquiries often happens after the ninth or tenth time a prospect sees a relevant and timely ad.
Remarketing is an effective way to achieve this. Embedding a tracking pixel on a website or landing page allows businesses to retarget potential customers on digital platforms such as Facebook, LinkedIn, and Google.
There will soon be a change in the way digital marketing is done when the use of third-party cookies is removed, which will impact how thousands of advertisers use platforms such as Facebook to target their desired audiences. . One way for advertisers to stay ahead of this shift is to collect as much first-party data as possible, through the implementation of remarketing pixels and data collection, from the generation of leads.
Creating your own multi-touchpoint campaign funnel will be important and ultimately rewarding.
4. You can’t identify how and where to expand your campaign reach
Many businesses with large digital marketing budgets still have a very limited ability to leverage their campaigns due to a poorly thought out strategic approach to offset.
Time and time again, we have restructured our clients’ digital campaigns to allow for greater transparency in terms of understanding the most important engagement and opportunities in terms of campaigns/devices/time segments and many other factors.
This leads to being able to be guided by data when making key decisions in terms of budget spending, because being informed by results is far more effective than anything else.
As a result, we can easily identify where to reduce ad spend and where to increase it, and the results are consistently impressive, with an average reduction in waste of around 25% and a 20%-30% increase in productivity in terms of increased conversion rates and reduced cost per request/sale.
The main takeaway here is to not take your in-house marketing manager or incumbent agency’s word for it when they say that nothing more can be done to improve your digital campaigns. We heard that and in 30 days things changed dramatically.
5. You are not completely autonomous or own your digital strategy
Too often, ownership of many companies’ digital marketing belongs either to someone in their marketing department or to the incumbent agency that runs it.
This is very dangerous as we have seen accounts spending £30,000 per month where key people in the business don’t even know how to access it to see performance.
In these situations, a company can be very poorly advised by its internal staff or by its incumbent agency, which means that not only could it miss opportunities to streamline and increase the effectiveness of the campaign, but it could also be wasting a significant portion of their ad spend.
Companies in this situation often have to play a tough game to get a new perspective from someone else, but it’s ultimately worth it. If this describes you, take action today to begin to turn things around.
Your market is just too expensive to advertise and you don’t know how to get around it.
Sometimes it is just too expensive to advertise in an online auction, such as Google Ads, for certain industries, as the click costs can be very high. This is because advertisers in these industries are increasing their bids in order to dominate paid search results.
It might sound strange, but we’ve seen it happen when a company receives venture capital investment, for example, and one of their marketing strategies is to play the long game because they can afford it. So they can pay high fees to get inquiries because they know most of their competitors can’t afford to do that.
However, there are several advanced bidding strategies that can allow advertisers to compete in very expensive markets without paying the inflated costs that their competitors have created.
Learn about all the smart bidding options that let advertisers set goals for target cost per acquisition, return on ad spend, or impression share targeting. The suite of bidding options available allows advertisers to test and measure different campaigns within the same bid until you find one that works for you, your industry and your budget.
Gez McGuire, lead accelerator and founder of MCG Digital Media.