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I've worked with a lot of different companies with varying levels of sophisticated ad campaigns. Over and over again I see that the conversion events and pixels or tags are not set up correctly, which adds a huge handicap to any optimization campaign. Do you agree that this is the biggest issue for many campaigns?

  • FF

    Fabricio Ferrero

    over 4 years ago #

    One of the issues I run very often with my clients is that they push me to make customers adquisition campaigns (content marketing, PPC) without having optimized their sales funnel first.

    I have had hours and hours talking with clients trying to explain that there are things that MUST to be made first. They ignore the optimization part because they think it doesn't have a positive ROI. While it's true in the short term, it delivers huge ROI in the long term.

    • GG

      Giulia Guerrero

      over 4 years ago #

      Welcome to my world. When I worked for a creative agency, part of my job was creating customer acquisition campaigns like you. It drove nuts every time they would say "well, we aren't seeing results".

      When you analyze their internal structure, and I mean a quick scan, it's usually a problem in their sales funnel, their employees or the company culture. Overall, if they don't listen to you, they're not the client for you.

      The relationship should always be one of mutual respect and understanding. If they don't believe in something and you've tried explaining it to them, then they don't trust your expertise. It's up to you to show them or let them go. If they're too difficult, there's no point...moving on.

  • GG

    Giulia Guerrero

    over 4 years ago #

    Having worked with a variety of entrepreneurs and small business owners, I've found setting the right target audience with a detailed profile in mind tends to be cause of failure in many campaigns.

    If the last 7+ years in marketing has taught me anything, it's that you need to know your audience. You cannot advertise to everyone, anywhere. That is a waste of dollar amounts, time and health (investing in ads without a good ROI tends to cause a lot of stress).

    Know your audience, know where most of them are coming from and target them individually. The more generalized your ad campaign, the worse ROI you're going to get....and a few gray hairs.

  • PM

    Phill Moorman

    over 4 years ago #

    Something I see far too often is companies creating ads that are void of any personality - this is especially true of healthcare and business service companies. Ads target people no matter what industry you're in and people relate to people not robots. Too often do I see ads that do nothing to connect with their audience.

  • JG

    jordan gutierrez

    over 4 years ago #

    Tracking is a big one. Also, using Google Adwords to track everything may not be the best. In a lot of cases the ad may not be the last click.

    Also, in the case of FB (mostly B2C), an upgrade and revenue should not always be the goal.

  • AH

    Agnes Haryuni

    over 4 years ago #

    Not asking for help when you need it. It can eventually leads to a waste of time and money.

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