Web Media Advertising Campaign Blunders to Avoid as a Local Business
There is no doubt that running a web media advertising campaign can be very successful if properly set up. Unfortunately, it is safe to say that there are many local businesses that end up in the advertising graveyard for making costly mistakes when running an Ad campaign. And if you want great success with this method, here are some major blunders you need to avoid:
Not Tracking Campaign:
Failure to track results of your advertising campaign is certainly a costly clanger to avoid. Advertising on the web is not just about getting started and expecting things to run smoothly without tweaking. For you to ensure that your investment is not going to waste, you need to regularly keep an eye on the results you get from your campaigns. Since major advertising platforms (like Google, Facebook) provide the facilities to track results, there should be no reason or excuse not to do so. This way you can accurately discover what’s working or not and make necessary tweaks and gauge your Return On Investment (ROI) accordingly.
Not Being Authentic:
Avoid not being original with your adverts in the eyes of your target market. In other words, make your Ads unique and original from your competitors’. Although I’m stating the obvious here, but not being authentic makes your Ads less effective because you simply won’t stand out from the crowd. This is certainly a major slip up by online marketers. As more local businesses are highly jumping on the online marketing bandwagon nowadays, making your Ads different from others is even more important than ever. I know it sounds easier said than done. But you can for instance look at the paid advertising campaigns that feature regularly and successfully in your industry, then create a better and unique version for your own Ad campaign.
Not Researching Keywords:
Failure to do proper keyword research in terms of setting up a search-related Ad campaign on a search engine platform like Google is undoubtedly one of the most common mistakes amongst local business marketers. By not using the right keywords, the right potential customers will hardly find your paid advert on the web. You could end up spending a fortune targeting people to your website with little or no interest in your offers. You can easily save yourself unnecessary hardship by thoroughly doing keyword research before investing your hard-earned money. And two high quality keyword-research tools on the web that you can use to find valuable keywords are ‘Google Keyword Planner’ and ‘Wordtracker’.
Not Targeting Ideal Audience:
Targeting audience broadly like every Tom, Dick and Harry as a local business is one of the biggest cardinal sins with regards to running web media advertising campaign on a social media platform such as Facebook. By making this mistake it doesn’t matter how much money you spend on advertising, you won’t maximise return on your investment. For best results, narrow down your targeting. Do this by laser-targeting the most ideal audience situated in the local areas you cover, and then put a relevant irresistible offer in front of them that solves their problem or benefits them.
Not Linking To Relevant Landing Page:
Being able to generate quality traffic from a paid Ad campaign is important. But linking your traffic to a highly relevant landing page on your website is also crucial. Why? Because otherwise you will quickly turn off the interest of potential customers and get very low conversion rates. When people click the link inside your advert, they expect to be sent to a relevant landing page. So, give people exactly what they want and your business will greatly benefit in return.
Not Doing Competitive Analysis:
Don’t avoid deeply researching on your competition in order to gain insight into their products or services and marketing tactics to use as a guide to come up with a strong advertising campaign that gives you an edge against your competition. The fact is, you are not the only one out there advertising in your industry, so it’s a big mistake to just focus on yourself and ignore your competition.
Not Adding a Phone Number:
For paid advertising campaigns via the search engines (like Google), put your phone number inside your Ad copy. Otherwise you can lose a ton of business. You see, there are people on the move that will find your Ad copy on their smartphones. By including your phone number, it will appear with a ‘Click to Call’ feature on a smartphone. This encourages calls to your business and makes it very convenient, quick and easy for mobile users to call you. Alongside your phone number, you should of course always include a link to a high converting landing webpage to help you generate more leads and more sales.
Not Optimising Your Ad Budget:
Many local businesses fall foul of two budgeting pitfalls. On the one hand, they set their budgets high and when they see that they are not getting healthy conversions in the process, they throw more money at the problem instead of trying to find out what’s working and what’s not. On the other hand, they end up spreading their budget too thinly across multiple Ad platforms and fail to gain traction anywhere. The critical step that is missing is to proactively monitor your Ad spend and optimise as you see fit if you want to generate healthy conversions and the results you require, all while staying within your Ad budget.
By actually avoiding the aforementioned major blunders as a local business when it comes to running web media advertising campaigns, you can effectively get high quality leads and paying customers. And to also learn about what is known as Retargeting Ads campaign to maximise sales from online paid advertising, visit this link here.
