I hate to be the guy to break it to you, but there’s a good chance you’re blowing about 75% of your ad spend on poor performing campaigns. Now on a deeper level we could dig into any business and discover over 100 variables at play within their marketing we could test and refine but in this article, I plan to keep things at a higher level because these three things are the pillars of paid advertising you must have in place if you ever wish to see any return on your marketing dollars. And it starts with…

Your targeting

This is always one of the biggest misses people get when they’re getting some paid ads rolled out. They make their targeting too broad or generic because they believe “everyone could be a customer” and what happens is they fail to maximize their impact against their ideal potential customers.

Here’s the fix: Map out two ideal customer avatars and create campaigns specifically speaking their pain points.

Here’s why: Segmenting your audiences will almost always result in a better ROAS because you can personalize the message to a tighter demographic who have similar shared experiences.

Your offer

A weak or nonexistent offer is another thing that can kill your ads quick. Paid advertising can get really expensive quick so you need to make sure when you’re paying for ad space somewhere not only is it highly targeted, but you need an offer impactful enough to get a potential prospect to take an action.

If you’d like to learn more about crafting an irresistible offer, click here.

Here’s the fix: Map out two ideal customer avatars and create campaigns specifically speaking their pain points.

Here’s why: Segmenting your audiences will almost always result in a better ROAS because you can personalize the message to a tighter demographic who have similar shared experi

 

Your experience

Now when I talk about experiences here, I’m not talking about your personal experience or skillset. I’m talking about the user experience of your marketing that potential customers go through.

More times than not, businesses (without knowing) are running terrible user experiences in their lead generation, sales, and support game. And this is because they often overlook multiple areas of the customer journey and only market to one segment only to miss their target and waste ad dollars.

Here’s the fix: Take time out to map the entire buyer’s journey for your ideal customers. To learn more about targeting the buyer’s journey click here.

Here’s why: In pretty much any industry there is going to be a common decision-making process nearly 100% of your customers and potential customers will take when looking for your product. So when you’re running paid advertising it’s your job to make sure you are visible across all the touchpoints of the buyer’s journey and decision-making process.

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