Image: Creative Commons
If you track the return on the investment (ROI) for your ads you may have found that some of your ads may not be working for you. Why is this happeneing? Today, let’s explore…
5 Reasons Your Ads Are Failing You:
1.) The site or magazine targets a different bride and/or groom than you do.
Take a DEEP look at the site or magazine where you are advertising. Who is the bride (or groom) in the images? Describe her in detail. What is her style? What are her likes? What are the weddings like that are featured? Now – take a hard look at your ideal client and who you are targeting. Is it a match?
A great way to learn more about the target of the website is to read comments on the blog posts (or in the “chat groups” if the site has this feature.) What are people commenting on? Are they commenting on the latest deal they snagged? Are they sharing DIY tips? If these aren’t the types of clients that you have, then you know this is a not a match for your business.
2.) Your ad is weak.
Do not downplay the influence of your ad. The images you choose to feature have EVERYTHING to do with why someone will click on your ad (or phone you, if it’s a print ad.) If it’s a website ad, it needs to stop a reader in their tracks and compel them to click on your ad. (Hint: a business logo isn’t necessarily going to compel them to click unless the business name draws them in.) If you have a print ad, it needs to be something that will make the reader stop and sit with the image for a while.
Readers and viewers are in media OVERLOAD these days. Give them an ad/image that makes them stop and drop what they’re doing.
3.) Your website is weak.
You may have an awesome ad that stops people in their tracks and brings them to your site. KUDOS! But, the minute they get to your site, they spend 15 seconds and click off. So many businesses lose the sale the minute that a potential client gets to the website. You’ve lost all those advertising dollars the minute that person reached your site. What a shame. I cannot emphasize enough the importance of investing in your site BEFORE advertising anywhere. (I also don’t believe in rebranding every year. Be smart about this.)
4.) The website (or magazine) doesn’t get enough traffic to bring you traffic.
Make sure you know the statistics on traffic. If it’s a website go to Alexa.com and see what the volume of their traffic is like. For both sites and magazines, ask the ad sales rep for statistics and information on readership and subscriptions. If they can’t provide this, you don’t want to do business with them.
5.) Your ad is poorly placed on the site.
If the reader needs to flip through 3 pages of website to find you, they aren’t going to find you. (People rarely dig deeper than 2 pages, if that.) If you are at the bottom 40 banner ads, people are less likely to see you. You may have to try and test a few placements to see what works for your business.
So… what happens when your ad doesn’t pay off? You need to decide:
a.) is there something that is within MY control that I can change to make this ad work better for me?
b.) is there something else (intangible) that I’m getting from the ad that is worth the investment? An example is if the ad gives you recognition and credibility among your peers. If this is a goal of yours, then the ad may satisfy that goal. Make sure you are being intentional with your advertising and not advertising just because “everyone else is doing it” or because your ego is driving the decision.
Share with us in a comment below: what has been your experience with advertising? What has worked for you?