Things to try when paid media campaigns aren't working well

If your Google Ads campaigns, or paid media campaigns in general, are not performing as expected, consider some of these strategies:

• Refine Google Ads targeting

Use negative keywords and create a funnel strategy for different stages of the buying process. This improves ad relevance.

• Test different offers or pricing

Conduct A/B testing to identify which offers or prices generate more conversions. Adjust according to the results to improve ROI.

• Improve the creative

Try new formats and creative approaches. Visually attractive and relevant content can better capture the audience's attention.

• Optimize the landing page

Ensure that landing pages are fast, adaptable, and have clear calls to action. A good user experience improves conversion rates.

• Build an email list

Offer lead magnets and use retargeting. Email marketing allows for direct and personalized communication, increasing conversions.

• Hire micro-influencers

Work with micro-influencers who have engaged audiences. Evaluate their performance and adjust the strategy to maximize impact.

• Explore new channels and placements

Diversify your ad channels and placements to discover new opportunities and reduce dependence on a single channel.

• Use lookalike audiences

Create lookalike audiences based on your best customers to find new potential customers with similar characteristics.

• Dynamic retargeting ads

Use personalized ads based on previous interactions. Personalization increases relevance and conversion rates.

• Foster influencer marketing and social media interaction

Collaborate with influencers and encourage community interaction on social media to increase brand visibility.

• Consider public relations

Being featured in popular media can improve credibility and visibility, even if it doesn't generate immediate conversions.

• Competitor analysis

Study competitor strategies to identify trends and improvement opportunities.

• Integrate online and offline campaigns

Align your online and offline marketing efforts to strengthen brand presence and recall.

Effective Strategies for Unspent Budget in Advertising Campaigns

In the realm of paid media, an underutilized budget can be an opportunity to optimize and expand your impact. Has your campaign not spent its entire budget? Here are some ideas you can use to leverage your surplus:

Diversify Your Approach: If your current campaign is focused on conversion, consider using the remaining budget to address other stages of the conversion funnel. Launch, for example, an educational content campaign to increase brand awareness or a series of video ads that tell the story of your company. This strategy not only broadens your reach but also enriches the user's journey from discovery to purchase decision.

Rebalance Your Budget: Before launching new initiatives, adjust the budget of your current campaign. This allows you to explore new opportunities without exceeding the established budget limit.

Specific Strategy by Funnel Stage:

Awareness and Consideration: Direct campaigns to generate general interest in your brand.

Interest: Invest in retargeting to reconnect with those who have already shown initial interest.

Conversion: Boost conversions with special offers and ads targeted at users with a clear purchase intent.

Evaluate and Continuously Adjust: Monitor and optimize the performance of your campaigns constantly. It's crucial that every euro invested contributes effectively towards reaching your commercial goals.

Maximizing unused budget can further improve what was already a good campaign.

Key Formulas for Establishing a Paid Media Budget

In digital marketing, calculating a paid media budget requires precision, and knowing what to calculate and how to do it. Here's a quick guide to understanding the essential formulas that will allow you to optimise your investment.

🔍 Definitions to keep in mind:

📌 Average Order Value: Average amount a customer spends per transaction.

📌 Direct Costs: Costs directly linked to the production or delivery of the service/product.

📌 Lead Conversion Rate: Percentage of leads that convert into customers.

🧮 Essential Formulas

Target CPA:

Gross Profit per Order * Percentage of Profit Allocated to Paid Media.

CPL Target:

CPA Target * Lead Conversion Rate.

Monthly Budget:

CPA Target * Number of Customers Needed

ROAS for E-commerce:

Total Monthly Revenue / Monthly Budget

Use these metrics to set up and adjust your campaigns more effectively, based on actual performance and market conditions.

Remember: successful paid media management starts with a well-thought-out budget.