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5 Advertising Campaign Killers

5 Advertising Campaign Killers

By Forward Web 21 February, 2021

 

Are you running any ads through Facebook, Google, Microsoft or other digital platforms? Here are 5 areas we have identified over the years that tend to separate the winners from the losers.

 

1. Not Accurately Identifying Your Sources.

The only way to properly gauge the performance of a campaign is to know exactly where your on-line and off-line conversions are occurring. At the most basic level, if someone makes a purchase through your on-line store, you want to know exactly where that person came from. Was it Google, Microsoft, Facebook, Instagram, word of mouth..ect? Most of this can be accomplished by adding the appropriate tracking codes to your website. However you’ll also want to go a step further and integrate a CRM that will identify identify where every visitor comes from and what actions they took on your website (if any). This is especially important if you have a service based business where your sales occur off of your website (real estate, legal, medical..ect)

The end goal is to eliminate all guess work and assumptions. With proper tracking you can make confident and accurate decsions about where you should be scaling and where you should be scaling back. Otherwise you might end up putting money into the wrong platform or eliminating budgets where you should be scaling.

 

2. Not optimizing your website for conversions.

In a world where companies like wixx, squarespace and other DIY platforms are increasingly pushing design. The fundamental focus of creating a website that is optimized for conversions is getting lost and ends up costing business owners thousands of dollars per month on wasted adspend.

Assuming your content is accurately targeting your audience (which is just as important). The quick gist of optimizing for conversions is making sure the website (not just the landing page) are set-up in a manner that allows visitors to quickly and efficiently accomplish tasks you are wanting them to accomplish (i.e make a purchase, make a call, send an email..ect). Generally speaking a visitor should be able to accomplish any of these tasks from anywhere on the website (regardless of device).

 

3. Hyperfocused on cost per click vs conversions

In a world where the focus over the past 10 years has been on cost per click, it is real easy to get hyper focused on paying the least amount of money per click vs focusing on the quality of clicks that will eventually turn into conversions (purchases, phone calls, email inquiries..ect).

A quick example of this is an optometry office that is looking to generate more clients post COVID-19. More important than the cost per click is going to be determining how much the business is willing to spend to acquire 1 new client and using that as a basis for how much you are willing to spend per click. The second part to this is identifying what the industry average for cost per click is and using that as a basis for how much you are willing to bid on for clicks through platforms like Google and Microsoft. End of the day, the cost per click does not matter as much as the cost per acquisition.

 

4. Unsustainable Budgets

Marketing budgets are like the food and water your body needs to survive. If your food budget is $500.00 for the month are you going to spend that on a single meal? Probably not right? The same approach should be taken with your marketing budgets. The general idea is to keep your business nourished with new traffic and visibility through out the year. If you have a 50K budget for the year, don’t spend that in the first month of marketing, stretch it out over the course of the year. The key here is consistency, the worst situation you can be in is spending 5k one month and then 3k in 7 months without any rhyme or reason.

 

5. Poor Campaign Management

In a world where Automation is at the forefront of just about everything we do. The management of a campaign is something that still requires constant human interaction, AI and Machine Learning still has a long way to go and if you are relying too heavily on automation for your targeting, bidding and placement, you are likely going to have a campaign that will considerably under perform. The key to success for any marketing campaign is pro-active management. As an example, if you are in a market where all of your competitors are doing the exact same thing you are doing (following Google Automated Recommendation), how well do you think your campaign will perform?

Now that we have covered the 5 key areas where campaigns typically fall short, how is your campaign performing?

FORWARD WEB CORE

Meet our core team members.

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Fernando D. Alfaro

FOUNDER / LEAD DEV

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Fernando D. Alfaro

FOUNDER / LEAD DEV

Husband, Brother, Son, Friend, father to our son Amadeus and various fur-babies, oh and business owner/entrepreneur.

What I love most about what we do here at Forward Web is the problem solving component. The internet is always changing and everything can always be improved (which keeps things exciting for me). My goal here at Forward Web is to create the most efficient web platforms possible, empowering the end user to either spend less time on the internet or to solve some form of inefficiencies that exist within the business through the web (think automation, but not necessarily limited to automation).

I have a deep fascination with A.I (Artificial Intelligence) and decentralized platforms. However outside of the internet I enjoy listening to music, working on various side projects and boxing (yes, boxing).

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Julia Alfaro

Creative / Accounts

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Julia Alfaro

Creative / Accounts

Helping people has always been a passion of mine. People are interesting to me. In fact, I believe that everyone is like a book because we all have a story to tell. I gain great satisfaction in knowing that I am able to make someone’s day, life or business a little better, even if it’s just by sharing a smile or a little positivity.

I strive to be a professional woman, I take pride in that. I am very hardworking, kind, intelligent and ambitious. I am a dreamer; I have very high hopes, dreams and goals. I am talented, creative and funny, with a great imagination! I am not perfect, I accept that, but I do tend to be a perfectionist (that can sometimes be a good thing or a bad thing). But in reality, I am a work in progress and I am learning to live life one day at a time.

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Branden Tobin

Customer Relations

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Branden Tobin

Customer Relations

Branden spent 7 years in the gaming industry as a quality assurance specialist and product design consultant. After becoming a
customer at Forward Web in 2013 and experiencing the great services and company values first hand. When the opportunity came up to help improve client experiences at Forward Web, Branden did not hesitate to get involved. “My goal is to help people, and in terms of the web, Forward web is the best place for me to do that”.

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Ankur Kavathiya

Project Manager

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Ankur Kavathiya

Project Manager

With a vast knowledge in IOS/Android app development, as well as various web applications. My experience allows me to ensure projects at Forward Web are on-time, as well as meeting various Quality Assurance checks.

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Ramani Chintan

Back-End Dev

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Ramani Chintan

Back-End Dev

I have over 6 years experience in web development. With Forward Web I primarily work on back-end development which includes the customization of various CMS or Shopping Cart platforms like Magento where I am able to use my experience and knowledge in PHP, JQuery and other relevant languages.

When im not working on projects with Forward Web, I enjoy spending time with my lovely wife Nidhi, married on 3/13/2019

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Nevin Davis

Systems

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Nevin Davis

Systems

I have a degree  in Computer Science and Engineering. I’m a redhat certified engineer with 8 years of experience as a server administrator. I’ve been working with Forward Web for close to 4 years now and I am primarily responsible for the securing and optimization of our network as well as general management of our dedicated servers.

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Franny Kenney

Media Specialist

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Franny Kenney

Media Specialist

California’s Central Valley based photographer; Frances (Franny) Kenney completed her Associate degree in Photography at Modesto Junior College in 2017. She is currently pursuing her bachelor’s degree in photography at California State University Sacramento and is on track to graduate in May of 2021. Franny is a licensed commercial drone operator. She is highly motivated and has a strong work ethic. Over the past three years Franny has been working and volunteering as a lab technician at the photo lab on the Modesto Junior College campus.

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Brandon Miltsch

Advisor

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Brandon Miltsch

Advisor

During my 15+ year marketing and sales career, I have gained unique expertise and achieved significant accomplishments for leadership brands in the technology and communications industries.

With a solid Oracle track record with both the Social and Marketing Cloud – along with over 15 years of digital agency experience and a successful sales record at NTT/Verio – BrandON brings a strong mix of expertise and business development skills to the Oracle team. BrandON has also been thrilled to speak at several engagements monthly internally and externally, further illustrating his passion and desire for Oracle executives to optimize and promote their “personal brands”, teaching Social Media and Networking skills. Outside of work, Brandon enjoys spending time with his wife Christina and their 5-year old son, Riley. He is also excited to announce the release his new book, Networking on üBER Steroids.

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