Most marketers go through sleepless nights, and a lot of soul-searching when marketing campaign costs go through the roof, without getting any conversions. Ad platforms are getting expensive by the minute, with heavily-funded startups driving up the bids.
So how do you make sure your campaigns reach right target audience and also convert well? Here are some common mistakes that marketers make in running paid campaigns and how to overcome them.
Most websites struggle with getting traffic in the early days. If you have a small website with 5-10 pages, it will take a while for you to build the website with more content, and for search engines to start sending you some traffic.
It’s natural at this point to want to bring in some traffic using paid campaigns, with the purpose of seeing some activity on the website. But the ultimate purpose of any website is conversions, not just traffic.
So, before you start throwing money at people to come to your website, think long and hard about what you want them to do.
Different ad platforms like Google Ads, LinkedIn, Facebook, Instagram get different kinds of audience. If you place your ad in front of the wrong audience, you might get traffic, but not conversions.
Regardless of your strategy, targeting, and PPC engine, your ad copy is what makes visitors click on an ad.
Landing pages are difficult to pull off, since you need a designer, a content writer and a webmaster to work together to create one. If you don’t have a dedicated team for website management, and are working with freelancers, this can take forever.
It’s easier to just send the visitors to one of your existing webpages. There’s no harm in doing this, but keep a few things in mind.
Marketing campaigns are expensive, and the costs can accumulate very quickly. If you do not set a daily budget, or watch the campaign metrics very closely, you might overshoot your campaign budget in no time.
Make sure you set a daily budget, and also watch the campaign closely in the initial days. You might have to set negative keywords, optimize your ads, change ad schedules, or make bid adjustments depending on your ad performance.
If you spend too much, too soon, it will not give you enough time to experiment with the settings or targeting. So, make sure you start slow, set a daily budget and optimize your campaigns, as well as you landing pages to maximize conversions.
Sometimes, marketers are too focused on the primary goal like a purchase, subscription, or filling a contact form, that they forget about micro conversions. Here are a few things that you could look at.
These are few action points on your website that could denote customer interest. Though the customer has not made an actual purchase, or filled your contact form, he or she has become aware of your product and interacted with it.
They are likely to come back later to complete the transactions. Make sure you track these micro conversions as well, before writing off a campaign as unsuccessful.
Campaign URLs need to be auto tagged using Google Ads or manually tagged using UTM parameters for effective campaign analysis. You can also use the import option by using utm_id in your URL, and uploading a data table with the parameter values for each utm_id. If you are using Adobe Analytics, campaign URLs have to be tracked using cid, and the parameters defined clearly in the s.variable.
This might be a little confusing for beginners, but it’s crucial to implement this, so that you can do better analysis of your campaign data.
If you would like help with URL tagging for the marketing campaigns, reach out to CampTag, the awesome URL builder.
If you would like to try out how CampTag can help transform your campaigns, you can start a Free Trial now.