In online, carrying out promotion campaigns is a much more difficult task than it seems at first sight. Over time, our team took over hundreds of accounts in which we found a lot of mistakes that led to poor results and high conversion costs.
- Tracking
Lack of tracking is a serious marketing mistake that will make you not know if the way you invest in promotion campaigns is effective or not. Talk to the specialist in your company or use the services of an agency to implement all the necessary tracking codes so that you can monitor whether the campaigns are profitable or not.
- Optimization
Campaigns are not made to be created and abandoned. The lack of optimizations leads to the consumption of the marketing budget without obtaining results. Campaigns need regular optimizations based on previous results.
“Abandonment” of campaigns leads to high costs and inefficiency.
Recommendation: if you do not have time, turn to specialists in the field to take care of them or allocate a few hours a week to take care of them.
- Targeting
Inefficient targeting leads to the depletion of the marketing budget without even reaching at least a small percentage of the target audience. If keywords are important in the case of Google Ads, in the case of Facebook Ads, it matters which audience you choose to target. Obviously this depends on the specifics of each platform.
Recommendation: learn how to target potential consumers without consuming the marketing budget on users who do not even have an intention to purchase.
- Interpretation of data
A major problem that we have faced and that some managers are not aware of is the interpretation of data.
It is essential to understand the indicators in the platforms and how they should be interpreted. By a correct interpretation you will know who buys, where to buy, what device he uses and much more important things about them such as (passions, interests, affinities, etc.).
Recommendation: request an audit from a specialist in the field or take the time to study the indicators.
- Conversion rate
Constantly analyze the conversion rate of both your campaigns and your website. On the site you get sales from several sources and you will have an average conversion rate of 1%, let’s say. Analyze which channels have a good conversion rate and which channels need improvement. Also work on improving the average conversion of the website.
An increase in the conversion rate from 1% to 2% means a doubling of the number of orders.
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