The line between marketing and advertising is blurring, as the same people who build websites and social media platforms also do advertising. But while a salesperson may be able to close a deal with a client directly, an advertising agency might not be able to deliver the results they promise.
When an advertiser pays for ads to appear on a site, they expect to see measurable results. But it’s not always easy to tell which campaigns are delivering the goods and which ones are just wasting everyone’s time.
Here are some telltale signs that an advertising campaign isn’t working as well as it could:
Too Many Ads
Too many ads is never a good sign, because it typically means there is something wrong with the ad placement or the ad copy. If you’re getting a bunch of ads on your site when you don’t want them and when they don’t seem to be helping, you might consider replacing them with something that will.
If you’re getting a lot of ads on your site, it’s usually a sign that you need to do one of the following:
Change The Placement Of The Ads
Sometimes ads can look like distractions or annoying pop-ups, and in some cases, that might be the case. If you think that your ads are preventing people from having a good experience on your site, consider moving them to different parts of the site or even removing them altogether.
You might consider placing ads at the top of the page, towards the center, or even at the bottom. You could also experiment with making them larger or using a different color or lighting to make them pop more.
Change The Copy Of The Ads
Sometimes ads can be so distracting that people don’t even realize they’re there until they read the text or listen to the audio. In that case, your ads could be doing more harm than good and you should consider changing them or at least giving them a different angle.
Sometimes people just don’t like ads, and in some cases, that can be true. In other cases, however, people may just ignore them or tune them out. If you want to generate more leads or sales from your ads, you should probably consider revising your ad copy to be more engaging.
Trying Too Hard To Measure The Effect Of The Ads
Even if your ads look great and are helping your business, you may still not know how much they’re contributing to the bottom line. For that, you will need to do some paid marketing research, which can get expensive.
In some cases, it might be easier to just consider whether or not your ads are effective. If you decide that they aren’t, it’s usually a good sign that it’s time to find a new strategy. But if you decide that they are, you should consider all the ways in which they are helping your business, and you should look into measuring how much they are contributing to the bottom line.
Trouble Closing Sales
Even if you’ve had great success with your ads so far, if you’re having trouble closing sales after placing the ads, it may be time to rethink your strategy. There are a variety of reasons why this could be happening, but one of the most common is that your product was either ineffective or unnecessary for the person reading your ad.
With a little bit of research, you can usually figure out what product or service you’re advertising and whether or not it’s appropriate for the person doing the research. If you determine that it isn’t, it may be best to find a different product or service to advertise.
Failed Advertising Experimentation
If you’ve tried something new with your ads and it didn’t work out, it’s usually a good idea to try something different. Sometimes, it’s good to take a step back and analyze what didn’t work and why.
If you’ve tried a new form of advertisement on your site and it failed to generate results, it could be that the format is just not for your business. Maybe there isn’t enough demographic interest in your product or service, or maybe the format simply doesn’t apply to your target audience. Sometimes it’s helpful to try a different approach, and if that doesn’t work, it can be a good idea to try something new.
Lack Of Follow-Through
After you’ve launched a new marketing campaign and started to see some initial results, it’s important to follow up and make sure you’re maintaining those gains. Sometimes it takes a little bit of time for people to realize just how much an ad campaign has helped their business, and in the meantime, the tasks associated with running a successful business can still fall to you.
If you’ve launched a new marketing campaign and you’re not sure if it’s helped or hurt your business, it can be hard to decide what to do next. You might need to consider experimenting with different ads or changing the copy for the ad itself. While these changes can be a little bit tricky, they can still help your business a lot. If you decide that removing the ads would be a good idea, you can always bring them back later when you’ve determined that they’ve had a positive effect on your business.
Incorrect Market Segmentation
If you determined that your product or service was most suited for a certain group of people, but you placed the ads to appeal to a different group, it may be time to reevaluate your strategy. Sometimes it’s easy to get seduced by the results of a marketing experiment and not consider if the segmentation applied to your target audience as well.
If you’ve determined that your target audience has a certain demographic or psychographic trait, but you placed the ads to appeal to people with a different trait, it’s usually a sign that you need to change your strategy. In that case, you may want to consider reaching out to people with the trait you determined your ideal customer had, and see if they’re interested in your product or service.
Lack Of Conversion
Even if you had great success getting people to visit your site and eventually make a purchase, without any conversions resulting in sales, it may be time to rethink your strategy. Sometimes getting people to visit your site isn’t enough, and in order to generate sales, you may need to engage with them a little bit and encourage them to take the next step.
If you’re getting lots of pageviews from your ads without any conversions, it’s usually a sign that you need to adjust your strategy. In some cases, it might be best to find a different form of marketing, such as PPC (pay per click) or social media marketing, because it appears that your target audience isn’t reading your ads or taking the time to follow your blog.
If you had an ROI (return on investment) benchmarking session, and you determined that the returns from one type of marketing were worse than you’d anticipated, it may be time to find a new strategy. Sometimes it’s easy to underestimate the effect that certain marketing tactics have had on a business, and when that happens, it can be difficult to determine what to change and how to change it.
If your benchmarking revealed a really poor ROI with Google Adwords, it’s usually a sign that you need to switch to another form of digital marketing. With Adwords, it’s very easy to set a benchmark and determine how much you’ve gained or lost, but in some cases, this could be very hard to calculate, and it may take some time to determine just how much credit the Adwords campaign should receive.
The Bottom Line
In some cases, it might be easier to decide whether or not an ad campaign was effective after the fact. If you’re getting a lot of response from your ads and you want to continue seeing those results, you should consider all of the ways in which your ads are helping your business, and you should look into measuring how much they are contributing to the bottom line.
If you determined that an ad campaign wasn’t working as well as you’d hoped, it might be time to try something new. Sometimes it’s good to take a step back and analyze why a strategy hasn’t worked out as intended, and if that doesn’t work, it can be a good idea to try something new. Try removing the ads or changing the copy for the ad and seeing if those changes help your business more.