Paid marketing is becoming more and more complicated. This leaves more opportunities for you to make mistakes, which may cost your business money, leads, followers and sales. Here are some common paid marketing mistakes and how to avoid them.
1. Not diversifying
There is no one-size-fits-all when it comes to digital marketing. A common mistake business makes is using the same tactics, advertisements, and styles across multiple platforms. This doesn’t work for a multitude of reasons.
Each platform has different needs when it comes to advertising. You shouldn’t be using the same advertisement on Pinterest, an image-based platform, as you would on TikTok or YouTube, which are both video-based platforms. Additionally, your ads will get boring if you simply recycle the same one over and over. Diversifying keeps your target audience engaged and interested in your business.
2. Paying little attention to your ad copy
Without compelling ad copy, your marketing efforts are unlikely to succeed. Your ad copy is where you include keywords that help reach your target audience. Your ad copy should also be free of spelling and grammatical errors, be easy to follow and keep readers interested. It should also clearly communicate what you are offering.
3. Having no clear objective
Before you begin any digital marketing campaign, it is important to decide what your main objective is. Do you want to drive more traffic to your website? Increase sales? Each of these requires different marketing approaches, so deciding exactly what you want to gain from your campaign before you begin is important.
If you are unsure about your objective, measuring your success and progress will be difficult. Before you begin, you may want to ask yourself:
- What is the main thing you want from your digital marketing campaign?
- What are your goals?
- Who is your target demographic?
- Where do they spend most of their time online?
- How will you measure your goals, objectives, and the effectiveness of your campaign?
4. Choosing the wrong keywords
Careful keyword choice is crucial to any paid marketing campaign. This involves performing extensive research to determine what your target audience is searching for and what your competition is doing. Using keywords that are too general, such as ‘entertainment’ or ‘pets’, is unlikely to help you gain clicks, drive sales or reach your target audience.
5. Paying too much
It’s important to pay attention to how much you are spending on various aspects of your marketing campaigns. If you spend too much in one area, you may find you’re short on funds in another. For example, if you spend too much money on testing your ads, you may not have an appropriate amount of funds left for bidding. It is a good idea to come up with a budget for how much money is directed to each aspect of paid marketing. You can always adjust this budget later on if your goals or circumstances change.
6. Not targeting the right audience
Know your audience before executing a paid marketing campaign. Know where they are, what they’re searching for and what they’re looking for. If you fail to identify your target audience, your products and services will be promoted to the wrong people, possibly ones who aren’t interested in what your business has to offer.
7. Not testing your Ads
If you don’t test your paid advertisements, you will have no way of knowing whether they’re effective. You won’t know whether you’re reaching your target audience, getting the clicks you want, or if your money is being used efficiently.
A/B testing will provide you with data that will help you determine whether your campaign is effective and help you figure out what works best for your future campaigns.
8. Relying too heavily on paid media
Paid marketing is a powerful tool to help build brand awareness, increase sales, and attract new customers and followers. However, paid social media shouldn’t be your sole focus. It can get expensive and should never completely replace unpaid marketing techniques.
Do you want to make the most of your paid marketing campaigns but are not sure where to start? Our expert team at OMDIGI Group can help you take your Social Media Ads and Googles Ads marketing strategy to the next level. Don’t hesitate to contact us at gday@omdigigroup.com to learn more about what we can do for you!
