Online advertising has become essential to the effective running and growth of modern businesses. No matter if your business is an online one or if you have a physical location, online advertising is the cheapest and best way to promote it. However, the online advertising space is becoming increasingly competitive and crowded, and it’s getting harder to make sure your ads are noticed.
Online marketing is a challenging skill to master, and if you are also focused on running a business, hiring employees, and providing a service or products, it can be even more difficult. However, marketing is one of the most important things you can do for the health of your business and it can’t be put on the back burner. If your online advertising campaign is failing, there are several steps you can take to repair it:
Find an Expert
In many cases, one of the best ways to repair a failing advertising campaign is by hiring an expert marketing team to handle this task for you. A marketing team or paid media consultant has the resources, experience, training, and skills to help your company with any marketing problem you might be facing. They can help you develop a strong and robust marketing campaign that will support your company for years to come.
Identify the Problem
The first step to solving a failing ad campaign is to determine why the campaign is failing in the first place. Is it a problem with your ad targeting, creative, or messaging? Are you not getting enough clicks or conversions? Are you marketing to the wrong people or on their own platforms? Once you have identified the problem, you can start to develop a plan to fix it. In many cases, you will have more than one problem influencing a failing campaign, and you will need to take a multi-faced approach to fix them.
Revisit Your Target Audience
One thing you should always do anytime you’re evaluating a marketing campaign is to make sure you are targeting the right audience. Are you reaching the people who are most likely to be interested in your product or service? If not, why? Are you using the wrong ad platforms or are you advertising in a way that isn’t appealing to your target audience? Do you need to come up with a better ideal customer description so that you can understand the needs and desires of your target audience in a more complete way? Work to refine your targeting parameters to focus on the most relevant audience, while also verifying the best way to reach and appeal to that audience.
Improve Your Creative
Make sure your ad creative is eye-catching, engaging, and relevant to your target audience. Consider testing different creative elements, such as images, headlines, and calls to action to see what works best. If you aren’t sure how to use images, colors, and print in the most appealing way, consider hiring a graphic designer or marketing expert to help you. You can also spend some time educating yourself about graphic design and visual marketing best practices. Improving your creative and designing ads that look more professional and appealing can improve your ad results.
Optimize Your Landing Page
Your landing page is where people go after clicking on your ad, so make sure it is relevant to your ad creative and optimized for conversions. Test different landing page designs and layouts to see what works best for your audience. You should verify that your landing page works well on a variety of devices, including phones, and that it loads quickly and completely. If your landing page looks suspicious or unprofessional, your customers aren’t likely to trust your business with their money.
Adjust Your Bidding Strategy
If you are running a pay-per-click campaign, consider adjusting your bidding strategy to focus on the keywords or ad placements that are driving the most conversions. Remember the 80%-20% rule and apply it to your pay-per-click strategy so that you can spend your money in the most effective ways. You may also want to adjust your bid amounts to ensure you are getting the best return on investment.
Monitor and Adjust
Once you have made changes to your campaign, closely monitor your performance metrics to see how they are impacted. Make adjustments as needed to optimize your campaign and improve your results. It can be easy to leave metrics, data, and analysis behind while you are focusing on the day-to-day operations of your business. However, there is no way to evaluate the effectiveness of your campaign or to adjust what isn’t working if you don’t keep a close eye on the data you get. Failing to use advertising data in optimal ways will result in wasted advertising money, wasted time, and lost opportunity.
Conclusion
Overall, repairing a failing online advertising campaign requires a combination of different approaches and evaluations. By identifying the root causes of your campaign’s performance issues and taking steps to address them, whether that means hiring a professional, creating a new campaign, or better understanding your audience, you can turn a failing campaign into a successful one.
Ingrid Maldine is a business writer, editor and management consultant with extensive experience writing and consulting for both start-ups and long established companies. She has ten years management and leadership experience gained at BSkyB in London and Viva Travel Guides in Quito, Ecuador, giving her a depth of insight into innovation in international business. With an MBA from the University of Hull and many years of experience running her own business consultancy, Ingrid’s background allows her to connect with a diverse range of clients, including cutting edge technology and web-based start-ups but also multinationals in need of assistance. Ingrid has played a defining role in shaping organizational strategy for a wide range of different organizations, including for-profit, NGOs and charities. Ingrid has also served on the Board of Directors for the South American Explorers Club in Quito, Ecuador.
