Has your digital campaign been a little lacklustre? You may not need a complete overhaul, but just some small tweaks. Here’s some of the most common reasons why your digital advertising campaign may not be working as well as your want it to.
- Lack Of Non-Digital Media
Ironically, one of the top reasons why digital campaigns fail to connect with their audiences, is that they don’t work in tandem with non-digital mediums as well.
“But won’t that defeat the purpose of it being a digital campaign?”
Actually it won’t. In fact, it will enhance it!
According to a Millward Brown meta-analysis of nearly 100 ad effectiveness studies, advertising on non-digital platforms helped to increase ad effectiveness on digital. Exposure to print and TV ad campaigns improved consumers’ ability to correctly associate the advertised brands with their respective digital advertising messages.
- Neglecting Negative Keywords on Google Adwords
The ‘negative keywords’ tool in the Google Adwords dashboard is one of the most underrated tools on the whole platform. For those that don’t know, it prevents your ad from popping up in searches that have nothing to do with your business.
Lets say your business sells organic coffee beans. Your goal is to attract people looking for that particular product, so you buy the keywords “organic” and “coffee beans”. What ends up happening is that people looking for somethingelse are using the same keywords and clicking on your ad (thus, wasting your money). Someone searching for “Are organic coffee beans a scam?” or “How to make your own organic coffee beans” could potentially be seeing your ad.
The way to avoid this from happening is to use the negative keywords tool.
- Forgetting To Use Demographic Targeting
Demographic targeting tools are used in a variety of different digital advertising mediums (Adwords and Facebook Paid Reach to name a few). They exist to make sure that your ads aren’t being used on people who are too far away from your brick and mortar storefront or those that are simply uninterested.
You would be surprised how often we see clients who are using these platforms and incorrectly using the demographic targeting tools. The key to doing it right is to have a crystal clear idea of your target audience. This means knowing their age range, gender and interests if applicable. Also, if you have a physical storefront then you need to define the geographical constraints of the audience that would reasonably be able to come by.
- Not Optimising Landing Pages
Optimised landing pages are key to creating great-performing digital campaigns. Nailing landing pages involves:
- Putting relevant content on your page. This will improve your quality score, which makes bidding for Adwords keywords a cheaper and easier experience
- Including clear branding
- A clear call-to-action above the fold
- Lack of Integration
As we talked about in our blog about brand integration, having a consistent message across all mediums is crucial to making sure you connect with your audience.
For example, if you’ve decided that you want the message of your campaign to be “the best tasting organic coffee in Perth”, then you need to make sure that it is reflected in every medium. Making one Facebook ad about how you have thecheapest organic coffee in Perth and then a banner ad about how you have the best tasting organic coffee in Perth, you’re spreading your campaign too thin. Make sure it’s the same across all mediums.
A final point – keep tabs on how your campaign is going and check your analytics. This will give you the best idea of what is working and what isn’t. Every campaign is unique and will vary.
