Imagine this scenario: Your content campaign is live, but not delivering as you hoped or expected. This is something too many marketers are familiar with. Nobody wants to underdeliver and the money that has been spent on a campaign is just that – spent. Here are four tips on how you can take action and breath new life into a failing campaign.
Identify the problem
To fix a problem, you need to understand it. Why is your campaign failing? It is worth to spend some of your time investigating this in order to identify which action to take next. Here are some of the most common problems that we help advertisers with.
1: YOUR CTR IS TOO LOW
If your CTR (Click Through Rate) is too low, you may need to work on improving the ad itself to make it more persuasive to the reader. Remember, in content discovery networks your content is promoted by an ad. Adjusting the image, headline and body text can have a dramatic impact on its engagement. The beauty of digital marketing is that you can track your ads in real time. This allows you to make changes whenever you want. One of the best ways to optimise your campaign is to A/B test several different versions of ads against each other, thereafter allocating the budget to the one performing best.
We always quality check ads that have been booked with Strossle, and even help our clients to make powerful ad creatives that drive engagement - all for free.
2: YOUR BOUNCE RATE IS TOO HIGH
There may be several reasons why your readers bounce right off your page. A typical one is your ad is not matching with the landing page, hence not meeting the expectations of the reader. Make sure that you drop not-so-subtle hints in your ad about what may be found on the landing page and avoid click-bait like headlines at all costs. For more tips on how to write quality headlines click here.
3: YOU LOSE YOUR READERS ALONG THE WAY
Your CTR is high and your readers do not bounce, but you find that you lose them before they have engaged with your content. Worst case scenario: your content is simply bad or not relevant enough for your target audience. If this is the case, there are no quick fixes. That is why you should always make sure that your content is of high quality. But this issue can also occur due to poor readability. That is something that you can address straight away. Read more about how you can improve your landing page’s readability here.
4: YOUR CONVERSION RATE IS LOW
You have got your readers to engage with your content and stay on your page. Now what? You should have a clear idea of what action you would like the reader to take next. It is imperative to consider where in the digital marketing sales funnel the reader is. A reader that is at the awareness stage cannot be expected to immediately convert, skipping the interest and decision stages. Lead your user through the stages and make sure they know where to click when they reach the end of your content.
At Strossle we have helped thousands of advertisers gain more engaged users. Every day we help our customers spread their content in our network of quality publishers. Contact your local Strossle representative to learn more and to book a demo.