Many people are hesitant to invest in online advertising, as ROI can be a bit unpredictable. However, positive results are possible if you are strategic when creating your campaigns. Here are a few of the most common online advertising mistakes:
Incorrect targeting
Investing in online advertising is a waste of your funds if the ads aren’t reaching your desired audiences. Many marketers make the mistake of targeting broad audiences to reach as many people as possible. However, this does not have the effect most people think it does! With broad targeting, you might generate some valuable leads — but you’re also wasting money on views and clicks that won’t convert.
When creating your ad campaigns, your targeting should be specific. You want to reach people who might actually be interested in your products or services! Is your target audience male or female? How old are they? Where do they live? What are their interests? Knowing your audience is key to effective targeting.
Bad pathway
Your intended audience has seen your ad. Now what? If you want to generate conversions, you must provide a pathway that supports conversions: a strong landing page. Your landing page should be relevant and user-friendly. If your landing page is slow to load or isn’t easy to navigate, your audience will move on to your competitors.
Once you have created a strong landing page, it’s time to develop a remarketing strategy. Sometimes valuable leads don’t convert the first time around! Online advertising allows you to retarget visitors who bounced before making a purchase. Enable remarketing for increased conversions.
No competitor research
You aren’t the only marketer or small business owner purchasing ad placement — your competitors are too! Smart marketers understand the importance of conducting competitor research to strengthen their advertising strategies. What keywords are your competitors bidding on? Which keywords are your competitors ranking for? How have they phrased their ad copy? What does their landing page look like?
Identifying what works best for your competitors will allow you to create campaigns that don’t just perform well but perform better than your competitors’ campaigns.
At Springwood Marketing, our professionals specialize in Google and Facebook Ad management. Interested in learning more? Schedule a no-obligation consultation today!
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