Don’t be one of the many that tend to forget some of the most important strategies in Digital Marketing. It can be very easy to forget some of these strategies, but by forgetting them you can easily waste valuable dollars.
5. Where is Your Call-To-Action?
Sometimes, you just have to tell people what to do. When it is an ad, you always have to tell the audience what to do, especially if the audience doesn’t know who you are, and many advertisers forget this.
All ads must have a call-to-action (CTA), but it can be hard to find the right one.
There are an abundance of common CTAs. Just think of Facebook Image with Link Ads and the look at the different CTAs you can choose from.
All of these are extremely common and while people are used to them, this means people could also be so used to them that they can easily be overlooked.
Try to remember your audience when creating your call-to-action, think of what may catch their eye.
For instance, if you are selling rock climbing shoes, you may use the CTA “explore.” This is a much more tempting and relatable word to those who are adventurers.
4. Please, Pick the Correct Keywords
Keyword based campaigns on Amazon, Bing and Google can be extremely beneficial if done correctly. If you use thought-out keywords, you eliminate waste, but if you don’t do your due diligence, you create a lot of waste.
How Do you Pick the Correct Keywords?
When picking your keywords, you must take into consideration the users’ intent.
The best way to check for user intent is to go incognito and do the search yourself to see what the search engine shows you.
Someone who types in “shoes for running” is more than likely looking for some form of education while someone who looks up “running shoes” is closer to a purchase, so they want to find a place to buy their shoes.
Remembering this trick will help you narrow down your keyword list.
Don't Forget Negative Keywords
Once you’ve picked your keywords, you must also define your negative keywords to ensure that you don’t show up for queries you don’t intend to.
If you’re not sure what to set as negative keywords, let your campaign run without them for a few days then check back. When you get into your campaigns, you will be able to see a list of the queries that you showed up for – this is the gold mine.
From this list, you should be able to identify anomalies and questionable queries. Again, search any odd queries yourself and see what comes up, if your product doesn’t relate, add it as a negative keyword.
3. Know Where Your Ads Are Showing
If you don’t know where your ads are showing or you don’t have any exclusions on placements, the chances are you are wasting budget.
Find Where Your Ads Are Showing on Google
- Go to your Display Campaign
- Click the Placement Tab in the left hand column
- Across the top of the page click Where Ads Showed
Find Where Your Ads Are Showing on Facebook
- Go to your campaign in Ads Manager
- Click the “breakdown” button on right above the “amount spent” column
- Select one of the following
- Platform & Device
- Placement & Device
Once you have the breakdowns of where your ads showed you can see what is working and what is creating waste.
If you are running a campaign in search of leads, when you look at the breakdown of placements you should look to see which placements are producing high amounts of impressions but not clicks. If you have the correct tracking in place, you’ll also be able to see if placements are sending a ton of traffic but leading to bounces or sessions without leads.
There is a very good chance that if you are not controlling placements, you are getting the majority of your clicks/ impressions from mobile apps or random placements on the audience networks. These placements tend to lead to accidental clicks and overlooked impressions.
2. Setting and Forgetting is BAD
Even if your campaign is performing absolutely amazingly, you have no waste and great quality traffic coming through, the chances of the exact same strategy working for a month is slim to none.
In 2018 alone, there were over 15 changes on Google Ads around ad formats and bidding solutions.
If you’re keeping track, that is just over 2 major changes per month, and if you aren’t keeping up – you’re falling behind.
For instance, let’s say you’re a hotel that is rocking it in May of 2018, perhaps you have majority impression share and getting a get return on investment. Then comes July and because you were content with your ads you totally miss the roll out of Google Hotel Ads. All of a sudden you’re behind and bookings are down.
It’s very important that you are watching your metrics closely and knowing when to make changes. If you wait too long to check your campaigns, it may take a very long time to catch back up.
And let’s be honest, in this industry, it’s all about testing and trying new things. From new copy to new landing pages, small changes can make a big difference! So don’t be afraid to try new things.
1. Do you Even Track, Though?
A goal without a plan is a dream. A campaign without tracking.. is pointless.
The entire point of a campaign is to see results, but if you can’t track whether or not you are getting results or what is driving the results, then how do you know what is working?
The Simplest Way to Track Your Ads
- Set up destination based goals in Google Analytics, this will track people who visit a certain page (think thank-you page)
- Connect your Google Ads account to your Google Analytics account
- Use UTM codes on all digital ads that aren’t running through Google
Once you have all of these tracking mechanisms in place, you will be able to analyze how users from your different marketing strategies are interacting with your site and whether or not they are converting.
This is the most important piece of the digital marketing puzzle.
Take this group of data as an example:
When you look at this data you can see all of the different ways users are getting to the site and what they do once they get there.
When users came from googleplex, they tended to spend a lot of time on site and visit a lot of pages, what they didn’t do was convert. And that is a problem…
If you didn’t have all of the proper tracking in place, you would not have known this was qualified traffic they may just need one more push.
Even if you had your Google Ads and Analytics, you would see pages per session and bounce rate and think this traffic was perfect! But what you wouldn’t see is that the users didn’t convert.
Now that you know the 5 Fatal Flaws of Digital and how to avoid them, be sure to use them to your advantage and continue to make the most of your money. Even if you’re just auditing what an agency is doing for you!