The Real Reasons Your Ads Are Not Performing Well and How to Improve Them

As someone who’s been working in the Digital Marketing and Creative industry for almost a decade, I can confidently say – there are so many ineffective ads running online. Brands are being impulsive, throwing their money down the drain...

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Dec 19, 2023 - 21:02
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The Real Reasons Your Ads Are Not Performing Well and How to Improve Them

As someone who’s been working in the Digital Marketing and Creative industry for almost a decade, I can confidently say – there are so many ineffective ads running online. Brands are being impulsive, throwing their money down the drain without putting together an effective ad strategy and campaign. I’ve seen this far too often, and from my perspective, it needs to stop. I wanted to share a thorough guide on important components that I, as a marketer, believe are worth auditing before paying for an ad campaign. It’s key to identify the root causes of why your ad may not be getting you results.

At our Digital Marketing and Creative Agency, Bold x Collective, our marketing team has worked on numerous successful campaigns where we focus on critical components by understanding our clientele’s target audience, crafting compelling messaging, choosing the right channels to reach them, and more. These key factors can help transform your advertising efforts and drive the results you’re looking for. As a marketer, I’m here to help you – let’s get into it!

Are You Targeting the Right Audience? 

One of the reasons for a failing ad campaign could be inaccurate targeting. Even if your message is compelling, it won’t resonate with the wrong audience. I’ll share a personal example. I once had a prospective client contact me regarding their social media ad campaigns not getting any conversions and clicks but getting tons of impressions. When I looked at the targeting, I could see that the individual who set up their ads was targeting extremely broad, with no specific interests or behaviours being targeted. This is where a lack of understanding of your target audience comes in.

So, what can you do about it? 

First, scrutinize your target demographics, interests, and behaviours. Use advanced analytics tools to refine your audience segments and ensure that your ads reach those most likely to engage with your product or service. This is an ongoing process of fine-tuning to align with the dynamic nature of consumer preferences. You can create more personalized and resonant advertising by understanding your audience better. 

But that’s not all. Consider adopting a multichannel approach to enhance your campaign’s visibility and impact. Diversifying the platforms through which you reach your audience can make a big difference. Social media, search engines, and niche websites may cater to different segments of your target audience. A strategic presence across these channels, paired with precise targeting, can significantly amplify the reach and effectiveness of your ads.

Do You Lack Compelling Ad Creatives?

There are tons of ads running daily, and as a brand, your goal must be to cut through that noise and connect with your target audience. That said, you need compelling and creative campaigns. If your ads lack creativity or fail to convey your message, they are going to be ignored, defeating the purpose of running them in the first place. So, how can you make sure your ads stand out from the crowd? 

Firstly, invest time in creating informative and visually appealing content that resonates with your audience’s aspirations and pain points. A/B testing can be a powerful tool to identify your target audience’s most effective creative elements. By doing so, you can ensure that your ads catch attention and hold it long enough to make an impact. 

Secondly, storytelling is a key tool in marketing – brands like Apple, Amazon, and Nike do it so well. By producing narratives that connect with your audience emotionally, you can provide them with a reason not only to notice your ad but also to remember it. Stories stick, and a memorable narrative can set your brand apart, especially if you’re in a saturated market. Compelling storytelling adds depth to your brand, which develops a connection with your audience.

If this is not your specialty, we always recommend reaching out to a digital marketing agency that understands creativity and can produce campaigns that stand out and are bold. Our award-winning agency, Bold x Collective, can help with just that. 

Are You Neglecting Mobile Optimization?

Did you know that most online users access content through their mobile devices? That’s right! And if your ads and landing pages aren’t optimized for various screen sizes and load times, you risk losing a significant portion of your audience.

Your mobile experience must be seamless, ensuring users can effortlessly navigate from the ad to your website or landing page. And, of course, your landing page must be great; this means fast loading times, concise messaging and clear call-to-actions that drive conversions. Please use a professional where you can!

You May Have an Ineffective Call-to-Action 

If you want your ad campaign to be successful, you need to have a clear and compelling call-to-action (CTA). Your CTA is the key to getting your audience to take the next step. If your audience is unsure what to do next, they may move on without converting. So, how can you make sure your CTAs are effective? 

First, review your CTAs to make sure they are concise, action-oriented, and aligned with your campaign goals. Experiment with different phrasing and placement to find the optimal combination that encourages user interaction; this may require A/B testing. Your CTA should not only direct users but also motivate them. Incorporate a sense of urgency or exclusivity to prompt immediate responses. Phrases like ‘limited-time offer’ or ‘exclusive access’ can instill a sense of FOMO (Fear of Missing Out), compelling users to act promptly. 

But it’s not just about the initial click. Once users engage with your CTA, you need to ensure that the subsequent steps are streamlined and user-friendly. A clunky checkout process or confusing navigation can lead to drop-offs, undoing the effectiveness of a well-crafted CTA. Continually monitor user feedback and behaviour to refine and optimize your calls-to-action for maximum impact. User experience is absolutely key. 

Your Ad Spend May Be Too Low

I’ve seen this one far too often. If you are in a saturated market with so many competitors who are also running ads and you are expecting to spend as little as possible on your ads, think again. Now, I’m not saying you need to spend tons of money on advertising but be realistic with your budgets. 

As an experienced marketer, I won’t give ad spend suggestions right off the bat. Instead, this depends on your industry, the cost of keywords and your competitors. I prefer to take a highly strategic approach before investing anything in ads.

But just know, going into advertising with an “I will spend as little as possible and still expect to see results” logic is not going to bring you real results. You must be willing to invest in order to grow. 

Are You Observing Analytics and Data?

Data can be your best friend – it is definitely mine. By using analytical tools to gather insights into user behaviour, you can gain valuable information that can help you optimize your ads for better results. 

But don’t just stop at quantitative metrics. Observe qualitative data such as user feedback, comments, and sentiments to understand the “why” behind the numbers. This can provide context and valuable insights to help you adjust your strategy accordingly.

Consider implementing advanced tracking tools like heatmaps and session recordings to understand user interactions visually. These fantastic tools can reveal interesting information about user behaviour that traditional metrics may not capture. Ask me for the best recommendations.

It’s Time to Elevate Your Ad Campaigns

If you want to take your marketing to the next level, it’s time to re-evaluate your campaigns and start being more strategic and creative. I advise you to keep A/B testing, refining, and optimizing until you find the winning formula that works for your business.

If you need a modern and creative agency, my agency, Bold x Collective delivers client results with award-winning strategies. We’re here to help your brand grow by understanding your brand, values, target audience, competitors, and more, to produce an extraordinary campaign for your brand.

Let’s connect for a consultation — we’re excited to meet you and discuss how we can elevate your brand together.