Paid targeted marketing campaigns are a wonderful tool for driving your business, but a lot of the time when an owner takes this approach, they fail.
Let’s examine this a little more closely and figure out how to succeed using this method
After you’ve set up a paid traffic campaign, you’re going to want to allow it to run for 3-5
days so as to collect data. When a sufficient amount of data has been collected, it’s
time to assess and troubleshoot your campaign.
Although you are looking for problems or why goals aren’t being met, troubleshooting in this instance doesn’t necessarily mean that something is wrong with your designed
campaign. The goal of troubleshooting a campaign is to fix any problems that may have
arisen since its launch, but also to look for ways to optimize the campaign and possibly,
if justifiable, to scale the campaign.
In this blog, we’re going to examine the 4 key areas to focus on the necessary steps to
take when troubleshooting your campaign.
STRENGTHENING YOUR OFFER
The first aspect to focus on when your campaign isn’t preforming as expected is your
Ask yourself, “Do people want what I’m selling?”
If you’re not offering something that your target market actually wants or needs, you
won’t get conversions.
To see whether your offer is appealing, answer these 3 questions:
1) Are you solving a problem for specific group of people?
2) Does a specific need exist for what you’re offering?
3) Are you offering your market value?
If your answer is “No” to any of these questions, you’ve already found your problem.
TWEAKING YOUR TARGET
Another big culprit of a struggling ad campaign could be your targeting.
If you’ve concluded that your offer isn’t the problem and have the data to back it up,
examine whether or not you’re targeting the proper audience.
The biggest targeting mistake companies make is going too broad in fear of missing out on potential prospects. When starting your campaign, you want your market to be as specific as possible. If you’re in doubt about the size of the audience you’re targeting,
try going a bit smaller. If the campaign meets or exceeds expectations with your smaller
audience, you can scale it and make your audience a bit broader.
If you believe your targeting is missing the mark entirely, reassess your customer avatar.
You might have a misconception of your audience.
Go back and make sure that you’re being specific enough and that your information on
your audience is correct.
SCRUTINIZING YOUR AD AND IMAGE
After confirming that your offer is enticing and you’re putting your offer in front of the
right people, examine your marketing message.
Inspect your ad copy to make sure that it does the following:
1) Calls out to your audience.
2) Hits a pain point that your audience experiences. (*Utilizing Empathy [Blog to come])
3) Gives your market a solution or a benefit (a reason to click).
Next, the image needs...
1) To be eye catching.
2) To correspond directly to your marketing message.
CHECKING THE CONGRUENCY OF YOUR CAMPAIGN
Finally, you need to troubleshoot the congruency of your ad as you move prospects into
the next steps of your marketing funnel.
After clicking on your ad and being redirected to your landing page, are your clients
getting what they expected based on the ad?
Your ads should have your brand emblazoned on them, to ensure that your clients know that it’s you! When they hit your page, they should have no doubt that your ad has led them to the right place.
Keep your design elements consistent with the rest of your brand.
1) Color scheme.
4) Font type, size and color.
By ensuring that your ad and landing page both reflect the same benefit, pain point,
offer and design, you can maintain familiarity and preserve congruency.
Thanks for reading!
For more blogs to help your business thrive, check back at www.abncircle.com every Monday, Wednesday & Friday for more great tips, pointers and suggestions.