Over the past few years we've seen huge changes in the marketing landscape, and more deeply, in human behaviour. With content platforms like Instagram, Snapchat and TikTok vying for our attention, it's becoming harder and harder for brands to stand out.
Enter paid ads. Paid advertising is an important aspect of scaling a business, but too often businesses overlook crucial components that lead to ineffective campaigns — money down the drain and disappointing results. Here are the five most common mistakes to avoid.
1. No strategy
If the average Australian spends 5.5 hours per day on their phone, why is it becoming harder for advertisers to find consistent return on ad investment? Truth is, attention spans are shortening and there's more content being created than there is time to absorb it.
If you want to win over customers, you're going to need a solid game plan. A well thought-out strategy will help your ads hit the mark every time. If you can answer the following, you'll already be ahead of the pack:
- What are your goals? Be realistic.
- Who are you targeting? In marketing, "everyone" is not an answer. Being generic is a sure-fire route to being forgettable.
- What kind of content would your target audience engage with?
- Will the ad be top-of-funnel (awareness) or bottom-of-funnel (sales)? Depending on which stage of the buyer journey you're targeting, you'll need to tailor your content accordingly.
- Think of every reason someone might object to buying your product. Create content that addresses this on your landing page.
2. Not creating enticing content
Ad creative is one of the most crucial elements in determining campaign success. These days, it's not as simple as selecting a few nice images against pretty backgrounds (though good styling and photography will go a long way).
Create eye-catching visuals and test different formats that are relevant to who you're targeting. Some of the highest-performing creatives I've seen have been filmed on iPhones — so get creative. With the average attention span down to 8 seconds, focus on creating scroll-stopping hooks within the first 3 seconds, and ensure dimensions are appropriate for the placements you're serving on.
Remember: audiences don't owe us anything. If you continually create content that sparks an emotion or offers value to your target audience, you'll build an invaluable brand for years to come.
3. Not using data to drive strategy
Website and ad platform analytics give you valuable insights into your audience's behaviour and preferences. Use this information to refine your strategy and make data-driven decisions. For instance, if you're seeing a high click-through rate but not enough conversions, you might want to optimise the user experience on your landing page — try addressing pain points, your unique positioning, or adding a few testimonials.
All too often we have preconceived ideas about what will make a great campaign. If you're not A/B testing different angles, wording, website elements and graphics, you're leaving money on the table.
4. Boring ad copy
No one likes listening to that one person in the room who only talks about themselves. So why do this with your ads? A pushy, sales-heavy approach is a sure-fire way to turn off your target audience.
Ad copy should be clear, concise and straight to the point. Today's audiences are looking for community, connection and value from the brands they interact with. If you're able to speak to your target customers' own mission, address their pain points or offer real value — tips, inspiration, education — you'll position your brand favourably for some time to come.
5. Wrong bid strategy
Choosing the wrong bidding strategy can lead to wasted ad spend and ineffective campaigns. Make sure you understand the different bidding options available and choose the one that best aligns with your goals and target audience.
For instance, Facebook traffic campaigns are optimised to drive link clicks by default. Switching this over to Landing Page Views will help give your pixel the right signals to optimise toward. Small choices like this compound into meaningful performance differences over time.
By avoiding these five common mistakes, you'll be well on your way to creating successful paid ad campaigns and driving real growth for your business.