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What Happened? Troubleshooting Poor Response from Ad Campaigns


Too many small business owners today run ad campaigns that get little to no results, and they have no idea why. When you have the knowledge to troubleshoot the poor responses, you also have the knowledge to make the needed changes so that - next time - your sales improve! Let's take a look at the breakdown of an ad campaign, and how to determine what went wrong.

Response vs. Results

It's important to understand the difference between response rate and results. When a customer takes the action you want him/her to take (i.e., clicking to your site, calling your 800 number, etc.), then you've achieved "response." This does NOT mean you've made a sale. The response rate of your ad campaign can be high without ever selling one product or service.

"Results," on the other hand, are the sales you make in conjunction with the response rate. When a customer takes the action you want him/her to take AND buys your product/service, then you've achieved results.

No Response

When you get little to no response, chances are that one of two things happened. One - your ad was poorly written and didn't generate enough interest to excite the customer to take action; or two - the ad didn't reach your preferred target customer.

How do you determine which one is the culprit? Test! Use the same ad, but place it in a different ezine or on a different Web site. If response rate improves, you know the ad is most likely fine, but the audience exposure was off. If the response rate does not improve, it's probably best to rewrite the headline, the ad, or both.

Response But No Results

If you run an ezine ad, banner ad, etc., and get responses without making any sales, the most probable theory is that your supporting ad copy or offer is not doing its job. Ezine ads, banner ads, and the like will never make a sale on their own. The customer is almost always going to be directed to click back to your Web site. If the copy/design of your ad is working, but no sales are being made, take a good look at the copy or design of your site. Chances are that *it* could be costing you sales.

Again, testing is the key. Change a headline, add links that direct to "more information" pages, and so on. Run the ad again, and see if your results improve.

You'll notice that in either case, testing is the recommended course of action. So many small business owners get in a hurry and neglect to test their ads. While it may seem costly to run an ad, change an ad, and run it again - the truth is that running unproven ads all across the 'Net without gaining any return on investment (ROI) is a huge waste of money.

Yes, it does take a good deal of time. Yes, it can cost additional money. However, once you've taken the time to test an ad, and the copy on the supporting Web site that customers will be directed to, you'll be in a much better position to ensure consistent sales from your campaigns.

Copyright 2004 Diane Hughes

About The Author

Diane C. Hughes * ProBizTips.com

FREE Report: Amazingly Simple (Yet Super Powerful) Ways To Skyrocket Your Sales And Build Your Business Into A Tower of Profits! ==>> http://madmarketer.com/diane


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. May / 11 / 2021

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The bull case for advertising is back on | Advertising  Campaign Asia

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Invibes Advertising : 2021/2022 financial agenda.  GlobeNewswire

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How to Advertise in Newsletters: A Beginner's Guide (with Examples)  Search Engine Journal

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Best Stocks To Buy In May? 4 Advertising Stocks To Watch  Entrepreneur

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City of Framingham Advertising For Chief Assessor  framinghamsource.com

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Asia-Pacific Roundup: TGA consults on advertising code revamp  Regulatory Focus

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The Top 5 Questions Marketers Ask About CTV Advertising  AdExchanger

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The evolution of advertising truth  The Gazette

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Truthify, LLC Granted Patent by USPTO for Real-Time Emotion-Optimized Advertising  Yahoo Finance

Apple hires former Facebook advertising exec to bolster its own ads platform - 9to5Mac
Apple hires former Facebook advertising exec to bolster its own ads platform  9to5Mac

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Big advertisers are threatening to yank TV dollars  Business Insider

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The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

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5 Working Mothers on Their Lives in Advertising During Covid  Muse by Clio

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Lemonada Media Launches Sales and Partnership Team to Lead Advertising and Sponsorship Efforts  KPVI News 6

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BrandTotal on the Importance of a Strategic Approach to Social Advertising  OCNJ Daily

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SoftBank To Invest About $60 Mln In Axiata Digital Advertising  Nasdaq

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SiriusXM, Pandora, and Stitcher Advertising Organizations Unite as SXM Media  PRNewswire

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Pinterest Launches New Overview of Its Advertising Process to Help  MarTech Series

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LevLane Advertising Appoints Nicole Landau as Chief Financial Officer  Yahoo Finance

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Connected TV Advertising 2021: Prospects And Promises  Forbes

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Must-watch TV to fuel £1bn summer advertising bonanza  The Guardian

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Idaho Advances Bill to Ban Cannabis Advertising  Ganjapreneur

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DOJ Hiring Practices Investigation: Taboola Online Advertising  The National Law Review

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Reviv3 Procare Announces Strong Initial Campaign Results from Mass Market National Advertising Effort  Yahoo Finance

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Affise Launches New Attribution Chain Technology to Measure Advertising Results  Business Wire

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Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

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Inflight Advertising Market Growing Trends and Demand 2025 – The Shotcaller  The Shotcaller

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News, advertising earn 26 statewide awards for staff  Woodstock Independent

VlogBox Partners with Protected Media to Enhance Transparency in CTV Advertising - ExchangeWire
VlogBox Partners with Protected Media to Enhance Transparency in CTV Advertising  ExchangeWire

Three Major Digital Advertising Organizations Unite as SXM Media - Martechcube
Three Major Digital Advertising Organizations Unite as SXM Media  Martechcube

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London tourism gets £6m boost with new advertising campaign  The Guardian

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This Week in Apps: App Store advertising expands, Google Play plans for safety, Epic v. Apple trial begins  TechCrunch

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Model B has a new president heading its AI-based digital advertising efforts  Technical.ly DC

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What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

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Business News: Jodie Miller joins C & D Advertising  Utica Observer Dispatch

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Global 3D Display Market Report 2021-2027 - Growing Adoption of 3D Displays for Advertising to Support Market Growth - ResearchAndMarkets.com  Business Wire

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Native Advertising Explained—With Examples!  Business 2 Community

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SVG SportsTech On Demand: Supponor's Steve Plunkett on Adding Analytics Value to Live Virtual Advertising  Sports Video Group

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Opinion : Why Connecticut’s proposed digital advertising tax is defective  Hartford Courant

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Healey sues Publicis Health for allegedly ‘deceptive’ advertising tactics that fueled state’s opioid crisis  The Boston Globe

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AB InBev On Why Advertisers Are Starting To Act More Like Publishers  AdExchanger

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Quad Ranked Top Digital Advertising Agency  Martechcube

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More Ad Tech Notables Land At The Walled Gardens  AdExchanger

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Apple users reject app tracking for advertising en masse  The Drum

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Measurement Standards Finally Come To Digital Out-Of-Home Advertising  AdExchanger

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Affise Launches New Technology to measure Advertising Results  Martechcube

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How to Get Started on Microsoft Ads Audience Network  Search Engine Journal

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ITV sees advertising rebound after 1Q drop  MarketWatch

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Beginner's Guide to Pinterest Advertising  Business 2 Community

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Legacy Auto Paid To Advertise EVs On SNL Last Night, While Tesla’s Elon Musk Hosted  CleanTechnica

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FY 2020 Digital Video Advertising Spend Report  IAB

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Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory'  AdAge.com

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Local TV broadcasters are the early winners of legalized sports betting advertising  Awful Announcing

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Four rooms: A quartet of funny short films about bad design | Advertising  Campaign Asia

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Why Cohorts Have Always Been Advertising's Future – Long Before Google's FLoC  AdExchanger

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Signal tried to use Facebook's targeted advertising data against it  Engadget

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Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

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Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

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How Brands Turned to In-Game Advertising During The Pandemic  Morning Brew

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How Walmart is pitching advertisers  Business Insider

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Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

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