Why is your ad campaign not converting?
Is the content of your ads good enough to change people’s minds about what they’re looking for in a product or service, but isn’t it reaching them at all?
Nothing feels more frustrating than putting so much effort into making something amazing only for no one seems interested enough in taking action; like getting someone to subscribe to your email list, register for an upcoming webinar, or, most importantly, avail your service offering, or purchase your life-changing product.
But, there’s no traffic. No engagement. No traction. Nada!
You might even come to the conclusion that you should just give up on the whole “online business” hustle. It can be disappointing to find that while your ads are sending traffic to your website, no conversions are being recorded in the backend.
So, what’s the deal with your ad campaigns failing to convert?
The truth is that there are a lot of potential friction points in your ad conversion funnel. Taking care of each of these issues can help you improve your post-click landing page conversion rates.
That said, we’ll go over five frequent reasons why your ads aren’t converting and what you can do about it.
You’re using the wrong platform.
Most businesses spread themselves too thin online, particularly on social media, in the hopes of gaining more clients. What they don’t realize is that not everyone on social media is their target market. So, before you spend hours on a social media site and scout for the best digital marketing agency, go into Google Analytics to see where your leads come from. The reason they’re there is the next thing you need to figure out.
The best strategy to convert your social following is to know which platform is ideal for you and your audience’s interests. Offering them a service or a perk based on their interests will only increase their conversation. The more people talk about your brand, the more you’ll be able to engage your target market.
Your audience segmentation is incorrect.
While you may be sharing industry-specific contents, the ideal buyer is likely to be somewhere else. When a company assumes what its customers want rather than asking them, this is what happens.
Don’t confine your audience to a single persona. Create as many consumer segments as necessary—the more specific the better.
To discover more, use any client data you already have or conduct a survey or an interview with your current consumers. Alternatively, collaborate with the best digital marketing agency that can assist you in obtaining valuable insights and developing new advertising strategies for your target demographic. Don’t make any assumptions about your target audience until you have facts to back them up.
They aren’t a part of social conversations.
Many businesses lose track of their strategy while trying to maintain a social image. And, in the end, they often have to improvise on what they want from customers. People seeking advice or opinions on a product or service engage in brand dialogues on social media. They could be ideal buyers or they could not.
Use social listening solutions like HootSuite to see where and what people are saying about your brand. Then, in a meaningful way, participate actively in their dialogues. You might also talk on industry trends other than your own products and services.
Customers will be more likely to suggest you if you share your knowledge and resolve concerns quickly.
They send the traffic to the wrong place.
After clicking a link in a Facebook post or Tweet, where does your audience go? The majority of companies wind up linking their posts to unrelated landing pages. By killing your audience’s attention, sending them to the wrong site page does more harm than good.
Each of these pathways will necessitate a unique content strategy. You must be able to pique the interest of your target audience in order to convert them into active customers. Don’t let less important stuff sidetrack your prospects from what you’re delivering. Don’t include links to your ads or other pages on your site that aren’t related to your offer.
You want them to have two choices: do something or leave.
Also, make sure there’s a clear call-to-action in whatever you’re doing. If your visitors don’t know what they’ll gain out of your ad, it’ll be pointless.
The ads are not mobile-friendly.
In the first quarter of 2021, mobile devices accounted for 54.8% of global internet traffic, a 50% increase since 2017. As a result, it’s critical to mobile-optimize your post-click landing pages.
Check your ad campaign data to see whether this is the problem. If your ads convert better on desktop than on mobile, it’s most likely due to problems in the design of your mobile landing page.
Improve the mobile usability of your post-click landing page by doing the following:
- Optimize all clickable elements for touch.
- Make all content mobile-responsive.
- Improve the mobile navigation UX.
- Reduce the page load time.
- Use click-to-call for phone numbers.
- Use full-width CTAs.
Takeaway
Digital advertising is a frontier in the world of marketing. It has its own challenges and features that must be taken into account when designing campaigns to ensure they are successful — much like any other form of digital communication used today, such as email or social media platforms.
The key with this type of outreach is research: identify your target audience and then create ads targeted at them specifically so you can inspire them to not just read about your brand but take action by purchasing one of their products online!
