The best ad strategy is one that converts. Ensure you’re not making these advertising mistakes by using these best practices.
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When you're paying to run ads, you want to make sure you’re getting the most out of your investment.
We’ve learned a lot over the years about what works and what works even better. From our experience, here are 5 advertising best practices.
Problem: If you’re not measuring the conversions that directly impact your bottom line (Key Performance Indicators and Return on Ad Spend), then you can’t know how your ads are performing or how you can optimize them to perform better.
Solution: Ensure that you set up conversion tracking for the conversion goal that will be used to measure success in your analytics dashboard and the advertising dashboard so that you can measure where you’re seeing success and the advertising platform can use that data to optimize ads.
Problem: Your audience doesn’t make decisions in a vacuum, and often you have more than one message about your product or service to convey. It can take up to 6-8 touchpoints for a potential customer to convert to a sale.
Solution: Instead of running one ad on one platform (i.e., Google, Facebook, LinkedIn), run multiple ads across multiple platforms focusing on drawing your audience down the funnel from awareness to consideration to conversion.
Use video ads to tell your story and capture their attention, then use retargeting ads to offer incentives to close the deal. Use attribution models to measure which ad combinations perform best, so you can scale those ad combinations and grow your business!
Problem: Your audience is constantly changing, and if you’re not monitoring your ads to consistently update bids for where you’re seeing the best results (cost-per-conversions or click-through-rates) and updating ad creatives (ad graphics and landing pages), then you could be missing on opportunities to bring in more leads.
However, if you optimize too soon or too often, you could interrupt the advertising platform’s early optimization period, where the platform is trying to learn where it’s most likely to get the most clicks and conversions. On Facebook ads, this is called the “learning phase.” Also, when you make changes, you need to give time to gather a large enough sample size of data to inform your next strategic decisions for the ads.
So when you start an ad, especially on social media, wait for at least two weeks before making any major adjustments to the ads to give the advertising platform a chance to get through the learning phase.
Solution: At the beginning of a campaign, wait for about two weeks before making any major optimizations so that the platform can gather data to optimize where it's showing your ads and so you can gather a large enough sample size of data to make an informed decision on your next steps. Then, continue to optimize the ads on a weekly to bi-weekly basis, again, so that you can gather enough data to inform your decisions while also making those decisions swiftly.
Problem: A call-to-action is vital to generating conversions. After all, if you’re not encouraging your audience to take an action, why should they even click on your ad?
At the same time, too many calls to action have been proven to distract your audience from the primary CTA.
Solution: Minimize the number of calls to action on your page, but always ensure to have one. Even removing the navigation bar on landing pages has been proven to help generate conversions, as each of the tabs in your navigation bar could be considered another CTA.
Problem: Sometimes an ad campaign generates lead form submissions and phone calls, but those leads aren’t responding to follow-up phone calls or emails and not choosing to purchase.
Solution: Analyze your lead flow. Maybe you’re not following up quickly enough, and a personalized email automation might help close the deal. Maybe your ad message and the sales team’s message aren’t consistent. Arrange a meeting between your sales and marketing and advertising team to work through to find a solution to turn those leads you’re generating into sales!
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