If you have any resolutions for your 2018 campaigns, one should be to avoid common digital ad mistakes. Starting a New Year off fresh and inventive on the creative front is always a tall order, so we’ve scoped out some of the best practices to keep in mind while you’re planning.
Here’s a look at some very scary—and very real—digital ad campaign mistakes that we see brands make all the time.
1. Forgetting what’s in it for the consumer.
Your ad needs to create value for consumers. Period. Too many advertisers build splashy campaigns about what they care about. A new company announcement. Features of a product that your team lost sleep over. Messaging the marketing team loves. These themes may resonate internally, but have zero relevance to prospects.
Nothing could be more damaging to ad performance. There’s a reason a full 70% of consumers block ads or are interested in doing so, according to research from Global Web Index.
2. Going too broad.
A select few brands need to make a huge splash across every major channel available. Chances are, that’s not your brand.
Advertisers often equate reach with results. While the two can be related, it usually pays dividends to niche down your advertising campaigns to as specific an audience as possible on the platforms you’re using. After all, better to spend budget acquiring 100 passionately interested customers, rather than 10,000 mildly interested eyeballs that won’t take action.
3. Failure to honor the ad format.
It sounds obvious, but different ad channels have different delivery and display formats. Desktop ads look and act differently from mobile or video or content ads, and vice versa. However, based on a lot of sloppy advertising we’ve seen out there, too many brands forget this simple lesson.
Design your ad with its specific delivery channel in mind. What should it look like and how should it be formatted? How should it convey its message? How do people using the channel behave? Often, you can avoid a lot of mistakes just by thinking about how you yourself use desktop, mobile, and video. Which ads do you tend to close in disgust? Which do you tend to click on?
4. Throwing good money after bad.
In some ways, advertising is no different than investing or gambling: it’s extremely easy to throw good money after bad. Except in the case of advertising, you have data to help guide your decisions. Keep close tabs on your numbers, your goals, and how efficiently each ad campaign, creative, and channel affects them. That should help you avoid continuing to pour money into a campaign that, for whatever reason, just isn’t working.
Use your resources to identify why campaigns aren’t performing and fix them. Throwing more money at the problem doesn’t make it go away.
All of these mistakes are much easier to avoid when you employ ad intelligence software. Check out the posts below to learn more:
- What Is Ad Intelligence and How Can It Benefit Brands?
- What Ad Intelligence Tools Can and Can’t Do
- How To Calculate The ROI Of An Ad Intelligence Product
An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.