Developing paid advertisements can start off looking like a foreign language and end up looking like your college English class; you feel like you should understand the subject but just can’t get the grades in. There was a point where it was all gibberish to us as well. Through the years we have taken the time to understand which paid ads work and what doesn’t in the outdoor industry. Here are 3 reasons your paid advertisements may not be seeing the success you expected.
Content may not seem like a high ticket item for you on a paid ad campaign. Your landing page has very little words and is “designed to convert” and your ad copy is only a few words total. Surely that can’t be the problem, right? Well, actually, quite the opposite. Content can be the lifeblood of a proper campaign or the downfall of an underproductive one.
Clickability has to be a 21st century word if we’ve ever read one, but it means a lot to your paid media strategy and shouldn’t be treated as industry jargon. Creating clickable ads is what leads to success overall, but what does clickability really mean? Clickability is the desire as a user to click on your ad and learn a little more about what you’re selling.
This all falls down to the content that the user is displayed. And the engagement they may have with it. The first step we usually carry out is a general look at what other market movers are doing. Who has the top of page bid? How are their ads setup? Do we need to make adjustments so that it fits our strategy? These are questions you will soon answer as you progress through the campaign configuration and beyond.
Paid ad content aren’t just about the words. There are various types of ad content such as video ads or display ads for retargeting. Each type of ad has its own set of customizable features and potential headaches. Finding the right partner to build a productive strategy for paid ads keeps your brand and business in front of eyes and on the minds of your potential users.
Targeting the right people is the bread and butter of a productive paid media campaign. If you can drill down the types of customers based on buyer personas your paid ads will see success. There are many options when it comes to refining your target audience:
- Similar Audiences
However, each of the options above comes with it’s own unique problems. Establishing proper targets can be tricky. You don’t want to be too refined in your targeting because you’ll alienate a large population of your customers. But at the same time you don’t want to be too broad either. This balance requires constant monitoring and measurement to ensure the proper strategy is deployed.
Budget & Bidding
Budgeting the right amount and more importantly bidding the right amount can be the determining factor in the success of your paid media campaign. If you are not bidding optimally, you could be throwing money down the drain. Handing valuable leads over to your competition who has an automated custom bidding & budget strategy.
Once your content and targeting is honed in, it is time to put some focus on optimizing your campaign(s). Things like campaign budget, CPC vs. conversion bids and ad quality score are important metrics to track. We sometimes factor in time of day, day of the week, and part of the month into our bidding strategies too.
Therefore, taking a hard look at tweaking, testing, and retesting some settings in your bidding strategy, whether it be Google, Facebook or Instagram can help you see success much more quickly. If you are stepping back to take a look at lacking performance, it may be time to switch to a manual route and drill down exactly what you are looking for. Such as acquisition costs and customer lifetime value.
If you are paying $300 for 300 clicks but they are not turning into customers, I’m sure you would be much more willing to pay $300 for 20 clicks that ALL turned into customers.
As you can see, there is a considerable amount that goes into a paid media campaign and we’ve only covered the top 3! Pair this list with our guide to creating an effective call to action, and you’ve got yourself a fine-tuned paid media campaign.