If we create campaigns with ten creatives, we expect at least two of them to work, and generate a positive ROI. This means that 8/9 campaigns will fail. We don’t like failures, but it’s something you have to get used to when it comes to traffic campaigns.
Running a traffic campaign can be frustrating.
You can’t throw every campaign that doesn’t perform as it should out the window. Instead, you need to have a process to respond positively to every issue.
It’s a constant game of figuring out what aspect of the campaign is actually failing. Think of yourself as the doctor of your campaigns: you have to guess what’s causing the problem, and test variables one at a time to see if you can make a diagnosis.
In this post, we will walk you through the four-part processes we use for troubleshooting, or solving traffic campaign issues using a flowchart.
So, the next time one of your traffic campaigns isn’t performing as well as you’d like (or if you want to optimize an already successful campaign), you’ll know how to diagnose the problem and, more importantly, how to fix it.
Traffic campaign troubleshooting mainly identifies four culprits:
- Your offer
- Your target
- Your ad (copy + graphics)
- Your ad scent, or the match between what you offer and what the user gets when they click.
Let’s look at them one by one!
The offer
By offer we mean anything you are paying for traffic for, such as:
- Blog posts
- Social Media Posts
- Video content
- Case studies
- Quizzes/Surveys
- Webinar
- Flash sales
- Product Demo
- Brand videos
- Books (free or paid)
- Free Trials
- Event Tickets
The means by which this is co nveyed is not binding for this specific point.
The big question is this:
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Are you running traffic campaigns on something that the market actually wants, needs or desires?
Are you solving a problem for a specific group of people? Do you provide value to them? Is there a real need for what you are offering?
If the answer is no, then you’ve already found your problem.
This is the most common issue we see when people say their ads aren’t performing: they’re simply not offering something people want. It doesn’t bhb directory matter how catchy the copy is, or how much attention the image gets. The best marketing campaign in the world won’t solve the problem of the offer.
The target
If you have a good offer, you need to take a critical look at the target audience for your traffic campaign. It doesn’t matter if you have the competitor analysis in seo analysis of competitors’ seo situation best offer and the best message, if you put it in front of the wrong audience, it will fail. Especially if your offer is niche (not a generic offer that everyone needs, like toilet paper).
The biggest marketing mistake you can make is to be too generalist for fear of losing potential prospects (users interested in the process ).
If you have an offer that appeals to a specific segment of the market, you need to use targeting to get your message to that audience.
You need to get inside the head of your market segment. We don’t just mean demographics like age, gender, and income, but questions like:
- What are their hobbies?
- What TV shows do they watch?
- What authority do they follow?
- What books do they read?
- What websites do they visit?
- Where do they buy?
- What clubs, groups or associations are they part of?
- What are their weaknesses?
If you can find this specific information in the market, you can ensure that you are putting your message and offer in front of the right audience, because you will be wherever they are.
How do we find the answer to these questions?
- You are part of the target: you already have the answers.
- You know someone who is part of it: you can interview them and understand them.
- Do your research: in market forums, with Facebook insights, with Google!
Let’s take an example
If you’re in the golf business and want to track down golfers who enjoy playing golf and are willing to spend money on a product or service on Facebook, don’t target interests like Tiger Woods. Why? Because they’re not specific enough. Even though Tiger is one of the most famous golfers in the world, he’s just that: very well known. Tiger is too well known, so much so that he’s attracting people outside of the golfing community.
Who would we target for a traffic campaign? Mid-level golfers who are known by people who are genuinely interested in golf, or golf magazines. If you want something bad enough to read about it, you are probably in the target audience.
We can’t emphasize enough how important targeting is. Many people complete a great campaign with an offer, copy, and images, and then get lost in targeting, serving the ad to the wrong people.
Make sure you’re targeting an audience large enough to segment, but specific enough to really hit the market you’re aiming for.
The ad (copy + images)
The ad is the transition between your offer and your market segment. You can create an enticing offer and put it in front of the right audience, but if you can’t grab their attention and give them a reason to click, your campaign will fail because it’s not generating traffic. Ad best practices depend a lot on the platform that’s generating the traffic. Use the ad to hit your audience’s pain points and make sure your offer is the solution for them.
The ad scent of the traffic campaign
We can explain ad scent in one word: consistency. You need to keep the same “trail” from your ad to your landing page. What does that mean?
Your ad doesn’t have to be very different from your landing page. People shouldn’t land on your offer and realize they’ve left some type of platform when they click.
Also, you don’t want to spread confusing messages. If you’re talking about dogs in your ad, you need to continue the conversation on the landing page. The process needs to be seamless.
Ad scent is a very common problem with traffic campaigns.
You’ve guessed the offer, the target, the copy, and the images, but once they click, they’re sent to a space that clashes with the rest. Basically, you lose them as soon as you’ve won them.
A good way to diagnose a bad ad scent? A very short time on page and a high bounce rate.
Now that you’ve identified the four culprits behind underperforming traffic campaigns, we want to help you fix your campaigns, so here’s our troubleshooting guide:
