Every digital marketer has been there. You launch a digital marketing campaign, expecting stellar results, only to find that the return on ad spend (ROAS) isn’t where it needs to be. It's frustrating, but it doesn’t mean your campaign is doomed. There are three key areas you can optimize when campaign results fall short: targeting, creative, and the landing page.
Let’s break down how addressing these elements can bring your campaign back on track.
1. Targeting: Are You Reaching the Right Audience?
When your campaign isn’t delivering, the first question to ask is, are you talking to the right people?
Your audience targeting plays a crucial role in determining your campaign’s success. If you're showing your ads to the wrong segment or too broad a group, it’s likely you’re wasting ad spend on clicks that won't convert.
Here are a few tips to tighten up your targeting:
Use Lookalike Audiences: If you have a solid base of current customers, leveraging lookalike audiences can help you reach people who are more likely to convert.
Refine Demographics: Make sure you are targeting the specific age, gender, location, or job role most likely to buy your product.
Behavioral Insights: Utilize engagement data to find out which interests and behaviors align with your most valuable customers.
By refining your targeting, you ensure your ads are seen by the people most likely to take action.
2. Creative: Does Your Ad Stand Out?
Once you’re confident in your targeting, the next step is evaluating your creative. A great ad is not just about aesthetics—it needs to stop the scroll and encourage engagement.
Ask yourself:
Does your creative resonate with your audience’s pain points? If not, your ad might not be grabbing their attention.
Is your message clear? Complicated or cluttered designs tend to confuse people and reduce engagement.
Are you testing multiple formats? Different audiences respond to different styles—what works on Instagram Stories might not work in LinkedIn posts. A/B testing different visuals and copy will provide insights into what sticks.
Great creative can captivate the right audience and nudge them toward clicking through.
3. Landing Page: Is the Experience Consistent and Optimized?
Finally, one of the biggest culprits behind low ROAS is the landing page. You might have the perfect targeting and a highly engaging ad, but if the landing page doesn’t deliver on the promise of the ad, you’ll see drop-offs.
Consider these areas for improvement:
Speed and Usability: If your page takes too long to load, visitors will abandon it before you’ve had a chance to deliver your message.
Clear Call to Action (CTA): Is it immediately clear what action you want your visitors to take? A strong, visible CTA can significantly boost conversions.
Message Match: Ensure the content on your landing page is consistent with the ad. If you promise a discount in your ad, your landing page should prominently feature that offer.
A seamless transition from ad to landing page makes the journey intuitive, which increases your chances of conversion.
Take Action Today to Optimize Your Campaigns
The truth is, even the best campaigns sometimes underperform. But by focusing on targeting, creative, and landing pages, you can take action to boost results and improve your ROAS.
Need help turning around an underperforming campaign?
Contact us today for a free consultation. Let’s work together to fine-tune your strategy and achieve the results you deserve.
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