The 5 errors to avoid in the ADS so as not to waste budgetMarketing campaigns on traffic sources such as Facebook ads , Google ads and TikTok ads can be managed independently by all owners of small businesses online and offline to get more sales, customers and notoriety.
Sponsoring your products and services may seem simple enough: you need to have images / videos , write texts , set up tracking and create campaigns .
Unfortunately, if you are not properly informed or followed, the risk of making mistakes and therefore of burning your budget is very high.
In fact, for example, the choice of daily spending , audiences , objectives and strategy is essential to be able to make a profit and not invest in a vacuum by showing advertisements to people who will never buy.
For these reasons, if you run an e-commerce and want to experiment independently with ads, make sure you don't make these mistakes .
DO NOT SET THE TRACKING OF CONVERSIONS CORRECTLY
Each traffic source has its own pixel that allows you to track conversions on websites. In this way, it is possible to associate a specific action of a user with the marketing campaign that generated it. What is it for? Tracking the performance of ads allows you to identify the factors (e.g. text, colors, images, targets, etc.) that most convince users to approach the brand. If this is not set up correctly, it is impossible to scale campaigns without spending unnecessarily budget.
DO NOT RESEARCH BEFORE LAUNCHING CAMPAIGNS
In a competitive scenario such as that of digital marketing in 2022, improvising targeting , copy and content can be a mistake that not only damages the performance of activities, but reduces the hopes of success for those companies that, with the right professionalism, could achieve excellent results. To be sure not to be superficial, before launching online advertisements, it is useful to identify a buyer persona , analyze their characteristics and try to align the campaigns with what is hypothesized. Obviously, it will then always be necessary to test the hypotheses to validate them (or refute them) and go on with continuous iterations in order to optimize the performance of the activity.
DO NOT CALCULATE THE MAXIMUM CUSTOMER ACQUISITION COST YOU CAN ALLOW
LTV = lifetime value = average profit that a company obtains from a single customer over the course of its entire activity
Small and medium businesses that base their survival on weekly / monthly sales cannot afford to burn budget on marketing campaigns that don't bring results in the short term. For this reason, hoping to convince a user to buy without measuring how much they spend can be a very serious mistake. The best approach is to identify the LTV and try to optimize the ads in order to have a lower cost per acquisition than the revenue per customer .
DO NOT ACTIVATE RETARGETING CAMPAIGNS
The customer acquisition journey is generally divided into three areas: awareness , evaluation and conversion . In general, when launching campaigns, you first focus on making yourself known and presenting your business to as many people as possible (which is why very often the mistake is made of looking at the wrong metric, i.e. website visits), after which these visitors are converted into customers . Once the user interacts with the brand , therefore, it is difficult to buy independently if he does not have an urgent interest in the product. For this reason, it becomes necessary to activate retargeting, which allows you to communicate and convince this group of interested users in a different way in order to transform them into regular customers .
DO NOT HAVE A FAST AND INTUITIVE SITE
Launching the best marketing campaigns may not be enough if the site hosting the product / service to be sold is not adequately intuitive and snappy . In fact, average users have a very low attention span and base their decision-making process on the first stimuli they receive. Therefore, if they are attracted to an attractive advertisement and then find themselves on a website that does not load quickly and that does not convince adequately, they lose the interest generated and statistically they will tend to leave the web page more easily.
The conclusion is that managing marketing campaigns may seem very simple but, if you want to achieve important results and the goal is to grow your business , you need to study the platforms thoroughly and experiment as many different strategies as possible in order to find the winning combination of copy, content and settings. In general, relying on experts is the best solution if you do not have the time and / or the desire to study and learn how to make the most of online marketing.