Most common mistakes creating a digital advertising campaign
Digital marketing has revolutionized the way brands connect with their audiences. However, even with all the potential that online advertising campaigns offer, they are not free from failure. For those who already have a basic understanding of the subject, it is crucial to identify and avoid the most subtle but significant mistakes in digital advertising. In this article we explore some of the most common ones and how to avoid them.
1) Inaccurate segmentation:
One of the biggest advantages of digital advertising is the ability to target specific segments. However, it is common to see campaigns directed too broadly or too narrowly, wasting resources or missing opportunities.
Solutions:
- Analytics tools: Utiliza Use tools like Google Analytics or Facebook Insights to study your audience.
- Direct Feedback: Conduct surveys or interviews to get a deeper insight.
- Iteration: With the collected data, make regular adjustments to your segmentation and test its efficiency.
2) Neglecting mobile devices:
Although mobile traffic continues to grow, many campaigns are still not optimized for mobile devices. Pages that do not load correctly or intrusive ads can drive away potential customers.
Solutions:
- Responsive Design: Use web design platforms that are responsive.
- Testing: Regularly check how your ads look and function on different mobile devices.
- Optimization: Prioritize loading speed and eliminate non-essential elements that may affect performance. Use tools like GTMetrix to identify areas for improvement.
3) Not testing variants:
The beauty of digital advertising is the ability to conduct A/B tests. Not taking advantage of this is a disadvantage against your competition.
Solutions:
- Variants: Design at least two versions of your ad.
- Implementation: Use platforms that allow A/B testing, like Google Ads or Facebook Ads.
- Analysis: Review which version performs better and adjust your efforts, and budget, accordingly.
4) Ignoring the customer journey:
Not all customers are ready to buy immediately. Some may be in the research or consideration phase.
Solutions:
- Map the journey: Establish the typical stages a customer follows before making a purchase.
- Strategies for each stage: Create specific ads and content for each phase.
- Retargeting: Use tools to reconnect with users depending on the stage they are in.
5) Inappropiate metric configuration:
Not properly defining what you want to measure can lead to misinterpretations.
Solutions:
- Objective Definition: Set what you want to achieve with the campaign.
- KPI Selection: Ensure that each KPI is aligned with your objectives.
- Continuous review: Monitor your KPIs regularly and reevaluate if they remain relevant.
6) Putting you efforts on a single platform:
While it is tempting to invest everything in the "trendy platform," it is a risky approach.
Solutions:
- Research: Study which platforms your target audience spends more time on.
- Planning: Allocate a budget to each platform according to its relevance.
- Reevaluation: Monitor performance on each platform and readjust according to the results.
7) Inauthentic content:
Content that does not conect with your audience or seems fake can quickly drive it away.
Solutions:
- Alignment with values: Align your content with insights from your audience.
- Feedback: Encourage and collect feedback from your audience.
- Iteration: Use that feedback to refine and improve your content.
8) Not adjusting the campaign in real time:
The digital environment is dynamic. Clinging to a strategy without making adjustments based on performance is a mistake.
Solutions:
- Monitoring Tools: Use tools that provide real-time data.
- Daily Review: Dedicate time each day to evaluate the performance of the campaign.
- Adaptability: Make changes based on data and emerging trends.
In this dynamic world of digital advertising, mistakes are inevitable, but the most important thing is to learn from them. With a well-planned strategy and a data-driven approach, you can overcome these challenges and make sure that your campaigns are efficient and effective.
