DON’T GET LEFT IN THE COLD WITH ONLINE MARKETING
3 reasons why online marketing campaigns fail
1. Not targeted correctly
People go online for a large variety of reasons. Because of this if you have a pay per click, social media or even SEO campaign that has not been targeted correctly, there is a good chance your campaign is going to fail.
In order to ensure that you have targeted your campaign to the right audience it is important that you first do the necessary research.
For both ad words and SEO, choosing the right keywords is paramount to the success of your campaign. Look at it from a consumer’s point of view. What would they type in when searching for your product or service? For Facebook, what are the typical job titles and interests of your target market?
It’s also important to find out how popular your keywords are. You don’t want to pay an SEO company for front page rankings, only to find out that they are targeting keywords that nobody ever searches. The same goes for Google adwords campaigns. You don’t want to pay for clicks to your website only for the user to decide that you don’t have what they were looking for. Use KEYWORD PLANNER to check the estimated searches, and while you’re at it why don’t you find out what keywords Google suggests by going to the keyword ideas section.
Getting your advertisements in front of the right audience is key to the success of any online campaign.
When planning and implementing an online marketing strategy it is important to be aware of all of the tools that are available to you.
For example when running any PPC campaigns, remarketing your ads to previous visitors of your site can make a huge difference on you conversion rates.
You can even create audiences through Google analytics according to the pages they visited, how they found your website and what page they exited from. One possibility that can be extremely effective for e-commerce sites is targeting ‘shopping cart abandoners.’
With Google Adwords, using phrase matching and negative keywords is a basic requirement to stop you from racking up your credit card paying for irrelevant clicks and getting a 0% return on your investment. Make sure you regularly check the search terms people have typed in before they clicked on your ads. If you see any there that you do not think would justify a legitimate click with a potential conversion, add it to your list of negative keywords.
When running Facebook or Google PPC campaigns there are all sorts of features available to help your campaign to become as effective as possible. Making use of these features is of paramount importance if you are starting out or looking to get a favourable return on your investment.
Inconsistent content and low quality campaigns
If you as a consumer are looking to purchase a product, and after performing a search find an add that appears relevant to what you are looking for, after having clicked on the ad would you want to have to become a detective and put yourself out by going through the website to find what you need? Research shows, probably not.
The internet is all about convenience, with the click of a button someone can go back to the search engine and try again. After having gone to the trouble of building your site / Facebook page, setting up the campaign and forking out your hard earned cash, you do not want to lose the customer at this point!
This can be avoided by having keyword relevant ad texts and relevant content on the landing page for the particular campaign you are running. Slice up your campaign to make it more relevant and user friendly for your customer. Campaigns that are too broad do not yield good click through or conversions rates.
Remember, online marketing campaigns can be extremely powerful but they have to be build and managed correctly.
If you have any questions about what form of advertising would be most suitable for your business, or why your campaign is not running as well as you expected it to, don’t hesitate to get in touch with us us for some obligation free advice.