If you are reading this, then there is a very good chance that your online marketing adverts are either underperforming or underwhelming at best. Throw in the endless platform changes (think about the Facebook IOS update for example) and it’s no wonder that more businesses are not utilising online advertising well or enough.

Here are a few things to check are optimised in your campaign…

1. The Audience!

Sounds simple, but so many businesses start campaigns without taking the time to break down the audience. Marketing to the wrong people will bring you the wrong results and a bad ROI. If you haven’t spent time breaking down your perfect audience (including age, location, demographics, interests, behaviours etc.) then STOP all campaigns until you have. Once you are 100% clear then go back and make the changes needed in each platform.

2. The Goal

How is your campaign failing? Could it be that you didn’t set the goal perimeters before launch? Most businesses can generate some interest, but unless they convert automatically into leads will deem the campaign as a failure. Reality is that there are multiple levers that can be changes along a campaign from spend, impressions, clicks, landing page visits, CTAs to name a few that can dramatically change the results of a campaign. Set what a successful campaign looks like from day 1 and what you will need to measure and tweak to get that result.

3. Assumptions

Just because it worked before doesn’t always mean it will work again. The most common challenge we see is that a business has some success with a previous campaign but has not had great results since, even though they are using a replicated campaign. Sorry to say that things change at quite a pace in the online world, so it’s not surprise to us when we have these conversations. Platform changes, algorithm changes, seasonal, trends are all some of the basics that are happening daily. Learn from your previous campaigns and be ready to tweak the next one. After all marketing should be a fun process, throwing out the same content time and time again will be boring for you and your audience.

4. The Budget

Lack of skills and lack of experience normally means a reservation on spending amounts, which leads adverts that even if are fully optimised won’t be able to perform because the budget is too low. We also know from our campaigns that customers will spend as much as they generate, so if you are cautious in the early days, have a plan to reinvest at least what you have generated in sales back in. That way you have a breakeven on the cash but a database full of potentials that you can convert later.

5. Optimise

You could have guaranteed that we would talk about optimising right! but it’s why we set up our company in the first place, as so many people were nearly there but made simple errors that cost them dearly. Optimise your whole campaign not just the advert. Think like a customer, run through like a customer, fill in the forms like a customer optimising as you go! It’s everything from the links clicked to the pages found and forms filled. Get any part wrong and you’ll be taking x amount from your final result.

Quick Recap…

So take your time with your campaigns, think about who they are targeting and make it as easy as possible for that customer to buy. Work the whole process as if your are a customer and don’t launch until you are 100% ready. Finally watch the results daily, make changes and tweaks as you need to based on what makes this campaign a success.

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