Is Your Organisation Possibly Making These Mistakes With Your Digital Campaigns?

Are Your Digital Marketing Campaigns Delivering Tangible Results Or Just Lots Of Impressions And Clicks?

“Can you help me make sense of this End of Campaign Report?” asked the Marketing Manager.

The organisation had recently invested significantly in digital campaigns and now they were trying to work out if the campaigns had delivered enquiries and conversions.

The first stumbling block was trying to decipher the End of Campaign Report the agency had sent through to the organisation.

The agency’s analysis of the campaign was fairly standard – as ever the agency reported that the clickthrough rate had surpassed either industry standards or similar campaigns the agency had run with other organisations…

It’s as if none of these digital campaigns ever delivered disappointing results or failed to meet expectations…

Once we had reviewed the End of Campaign Report we looked at Google Analytics to review the actions visitors took once they had hit the landing page.

We used our Campaign Analysis Tool to evaluate the key data and gain insights…

Then we looked at the actual outcomes from the campaign. In this case how many enquiries were submitted from the landing page….

Finally we reviewed the landing page itself looking for areas that could be improved in future campaigns…

At the end of the session the Marketing Manager went away with comprehensive notes of actions to put in place ahead of the next campaign…

This step by step process should take place after every digital campaign your organisation invests in.

It’s not enough just to have a review call with your agency. They may only end up looking at the campaign in terms of impressions and clickthroughs but that is not the whole picture…

You need to have a no holds barred review of what worked, what did not work and what could be improved for future campaigns…

You need to really understand the actions your visitors took once they landed on your website and if they had taken the actions you wanted them to take…

And even more importantly evaluate how you dealt with those people who did express an interest in your products and services via your campaign…..

And for many organisations this is where it is hard for them to measure the ROI from their campaigns…

The Challenge With Managing Your Digital Marketing Campaigns…

Think about all the components that have to fall into place for an effective digital campaign to deliver results…

You have to put the right message in front of the right audience at the right time to motivate them to click your ad…

Once they click on the ad your landing page has to match the message in your ad, be engaging and have clear calls to action for them to take the actions you want them to take right there and then

Finally, once the campaign has concluded the marketing team has to evaluate the success of the campaign and recommend how future campaigns could be improved… 

Is Your Organisation Possibly Making These Digital Marketing Campaign Mistakes?

Over years FEmarketing have reviewed numerous digital advertising campaigns.

We have identified critical mistakes some organisations were making with their digital campaigns that were stopping them from achieving their goals:

  1. They were not clear on the campaign’s objectives:

What is the outcome you are expecting? Are you wanting your target audience to convert there and then or are you looking in the first instance for them to show interest and request more information? Simply put are you expecting the campaign to deliver new customers or to start the nurturing process?


      2. Misjudging the decision-making process of their target audiences: 

Some campaigns underperformed because they were expecting their target audiences to convert instantly when the decision-making process may involve multiple visits to the website to gather information before they feel ready to make the next step. So, you must have an understanding of your target audience’s decision making process…


     3. Not setting up their landing page to meet your objectives:

The landing page should be the first area to consider BEFORE creating the creatives for the campaign. In many cases the landing page was an afterthought once the campaign creatives were signed off.


     4. Not setting up Campaign Tracking URLs to measure the campaign

It’s only takes a couple of minutes to set up Campaign Tracking URLs but it is amazing how many campaigns were launched WITHOUT campaign tracking.

If you are not using campaign tracking you run the risk of relying on guesswork to measure the effectiveness of your campaigns.


    5. Not checking every key element of the campaign is working correctly before its launched:

We have seen live campaigns where the landing page URL was incorrect, the call to action mechanisms was not working correctly, the telephone number was wrong and the answering machine was full and not taking any more messages. You must ensure that ALL the key elements are in place AND working properly before you go live…


     6. Not tweaking the landing pages during the duration of the campaign:

You need to monitor your landing pages once the campaign goes live. You may find early on that your calls to action are not clear to your visitors and you can quickly tweak your landing pages to improve its performance….


    7. Not objectively reviewing all your digital marketing campaigns

You cannot expect to continually increase your ROI from your digital campaigns if don’t take the time to review every element of your campaign…            

If you want to continually improve the ROI from your digital campaigns then the starting point is committing to objectively reviewing EVERY campaign…

In future articles we will outline how to continually increase the ROI from your digital campaigns.

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