It is more frequent than it seems and has become the biggest challenge for online marketing experts. We analyze what are the errors that make us lose money in online advertising campaigns.
Nothing less than 85% of the advertising campaigns are poorly optimized! Surprising, right?
This figure is derived from a report that has been carried out since VIVA! Conversion after carrying out an analysis in more than 200 advertising accounts.
Several factors have to do with this high percentage. The main failure lies in the mixture of errors in the strategy itself and also in the high commitment of brands and companies to allocate their resources in online advertising.
The market is now much more saturated than a few years ago and this has been noticeable.
The 5 most common mistakes. Avoid them!
According to the aforementioned report, the most common mistakes can be avoided with the following tips:
1. Define your goals well
When the campaigns are not well defined, that is, the agency does not have the investment to be defined and so on, the losses of the investment are usually almost certain.
The campaign objectives have to be aligned with the objectives of your business, and on the other hand, it is necessary to be clear about what is to be achieved with the campaign, generate leads, conversions, attract customers, make a good database, etc.
2. Focus on the most profitable platforms
Each platform offers different services and options, so if the budget is tight, you have to know very well where the money is invested: for positioning in Google, through a campaign in Facebook etc.
3. Segmenting your audience is the key
A bad segmentation and directing us without an object to any public will not give us any accurate information for our campaign.
The target must be well defined, in order to direct the main investment towards the interested users.
It is important to use the testing A / B showing 2 versions that will give us enough clues of who we should address.
4. Use the right and really useful metrics
It is necessary to analyze and measure online campaigns correctly. Successful metrics will allow us to know how to rectify small mistakes if the campaign does not work.
The cost of recruitment is one of the most frequent errors, especially in e-commerce campaigns. Applying this cost to a single sale may seem excessive, but if it is bought again, surely several sales will cause that cost to decrease.
Hence, it is important to analyze the behavior of each client.
5. Optimize your website and update the landing pages
We do not tire of insisting on this point, one of the most important in the whole strategy. A web page and the updated and attractive landing pages facilitate the purchase process and the user experience.
An optimized website will undoubtedly help us reach our goal in a much simpler way.
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