Digital campaigns come in all different shapes and sizes, from complex to simplistic. We’ve seen time and time again, digital campaigns that come up short often from the same common mistakes.
A concept to keep in mind when looking to start a new campaign, is the old saying “Measure twice, Cut once”. Our goal with this post is to help you avoid these 5 Common Mistakes to Avoid When Running Digital Campaigns.
1.Not having well-defined goals
First and foremost, defining your campaign goal should be a no-brainer. Right? Not always, it’s sadly common for campaigns to run with loosely defined goals. This presents room for loss in ad spend producing less than optimal results. Before spending a single dollar on a digital advertising campaign, it is imperative that you clearly define the goals of the campaign. If there is more than one campaign goal, do you need a different digital tactic to accomplish each goal? Yes. For example, a client looking to achieve contact form fills will have slightly modified strategy compared to a client seeking in-store traffic conversions. Keep this in mind, setting defined goals is the foundation of any campaign and the ground works for success.
2.Targeting too broad of an audience.
Ok, we get it, you want your business or product to be used by everyone. Although ideal, this would inadvertently result in wasted ad spend. Regardless of budget size, it is important that you focus in on your target audience with as little wasted spend as possible. This includes both, learning who your audience is through trial and error and knowing the right geographical areas to advertise in. Narrowing down your customer profile allows you to fine-tune your targeting and reduce your cost per acquisition.
3.No clear call to action on your website
What is a call-to-action (CTA)? In digital marketing, CTA’s refer to any form of content or user interface components that suggests an immediate action should be taken often in the form of instructive or directive phrases such as Call Now, Request Demo, or Click Here.
How many times have you gone to a website, only to have a difficult time finding what you went there to accomplish? Once you have spent valuable dollars getting traffic to your website, it is essential that you are landing your traffic on a page that clearly continues the messaging from your creative ad. Ease of use and navigation and a clear path to conversion are essentials!
4.Not having the proper tracking in place
So you’ve defined your campaign goal, identified your target audience, and prepared your site with relative and strong CTA’s, Now what? Next, and equally important is setting up tracking. Proper use of Google Tag Manager with setting up conversion pixels and implementation of UTM tags on all creative ads are of paramount importance to measure the effectiveness of each individual digital strategy. Comprehensive tracking of all strategies will help you decide what strategies are working best and which ones to eliminate from future campaigns.
5.Not A/B testing creatives/ messaging.
Proper digital campaign tracking is not enough to get the most out of your advertising spend. A/B testing within each separate digital strategy is recommended to determine how to get more out of what is working and to make sure you have exhausted all efforts before eliminating a strategy from future advertising campaigns.’
Of course, these are not the only points to check with digital campaigns, the list can go on and on, but we believe these 5 points are the most important to double check with all types of campaigns. Through the years our experienced team has mastered avoiding these pitfalls and as result, our clients see maximum results with minimum spend.
Too difficult to manage campaigns in-house? Let Ntooitive help, we’ve built our technology and partnerships to get you the highest ROI in your marketing efforts. Contact us or check out our some of our digital marketing solutions.