Making mistakes is an inevitable part of the learning process. They can cost you money and be the source of frustration, however, learning about them will give you a head start. In this article, we describe the most common mistakes that advertisers make – so you can avoid them.
1. Getting discouraged quickly
Huge expectations and the “get rich quickly” stereotype may result in disappointment. Digital marketing requires dedication and investment. Be ready for the fact that your first campaign may not be successful!
Voluum account managers do their best to wipe away the tears of disappointment and provide you with valuable feedback on what to improve in your campaign. We also have plenty of resources and reading materials for you to read and use to adjust your ad delivery.
2. Not paying attention to offer requirements
Each offer comes with its own set of requirements such as allowed traffic and angle used. A popular mistake is trying every trick on all offers – and getting banned.
Traffic Sources also differ in compliance – there are various verticals and geo restrictions. There are mandatory content requirements on the landing page, quality requirements related to images and headlines.
3. Not double-checking your URLs and set up
A common reason for rejecting a campaign in a traffic source is a technical bug. Sometimes the campaign is not rejected but you catch the bug after realizing that CTR and CR is zero and when you then try to visit the page yourself and either there’s a problem with the page or with links in the CTA button.
It may also occur that the URLs are working, but for some reason the campaign is still rejected in the traffic source. It could be caused by using an offer that is not related to the landing page – for example, the landing page is describing a weight loss topic/product, but it redirects to a skin care or another not-related product. Sometimes, by accident, you may use the wrong creatives that are not associated with the campaign topic.
So before sending a campaign for a review, we highly recommend you check twice if all campaign elements match. You should also make sure that the content will be visible for users in targeting countries: check for errors, lack of SSL etc. Make sure that there are no rotations of the landing page/offer page (this practice is not allowed). Also, never forget to make sure that all click URLs on your landing page work properly.
What’s the best way to check if your campaign works properly?
Just test it by copying the campaign URL and firing it in your browser. By doing so, you will essentially follow the user journey and be able to check if everything works as expected.
4. Putting Quantity Over Quality
Whether you’ve created a great deal of creatives or plenty of different landing pages, think about balancing their number. One or three creatives won’t give you an opportunity to find the winning one, but on the other hand, large numbers of ad copy versions is going to make it too difficult to handle the optimization process.
Quantity and quality also matter in offer and landing page content. Never-ending scrolling or long videos can be discouraging for potential clients. Instead of lengthy stories you should take care of user experience – make sure that the website is trustworthy. For example, consider adding confirmation of product safety issues by scientific evidence, or disclosures to your nutrition campaign. Add “Advertorial” at the top of the page, don’t forget about reliable Terms & Conditions, Privacy Policy and Contact us sections. Polish and shine your content!
5. Just repeating what others do
Due to spy tools, you can easily learn which types of offers and creatives work well. You may want to use the same elements while creating your own campaign – it is a good idea! However, remember that internet users get bored quickly: the same content on the same sites eventually stops performing as people ignore the widgets they ‘ve seen before.
If you’ve chosen a popular offer, you must realize that to be successful, the landing pages and creatives need to stand out. The media-buying market is very saturated! While some people are attracted by the possibility of making money from home, others cure their boredom by killing time on the web, especially due to the pandemic.
Try to find your own, unique creatives that will catch people’s attention. There is a huge possibility that your creative is going to be even more interesting and will perform even better. Are you wondering if it is worth putting some more effort and looking for nice images that are not very popular yet and try them? Of course! It will pay off!
6. Promoting too many offers simultaneously
Keep the site as simple as you can. Adding random offers will definitely confuse the visitor, who’s going to eventually leave the website. The visitor’s attention was dragged by a specific topic he is interested in, so you should focus on a solution or product that they are looking for.
Alternatively, if you believe that more offers will make you profitable, use well-organized listicles with eye-catching descriptions, pictures and headlines. This may work with e-commerce vertical e.g. “Top 5 Cool Tech Gadgets for Your Car” or similar angle.
7. Poor tracking solutions
Without tracking, you can’t gather valuable data about visitors, clicks and conversions. Consequently you may miss out on revenue, or you simply won’t get to know what your real profits actually are.
With the Voluum tracker, you can scale the campaigns and optimize them. It allows you to analyze data for multiple selected dimensions. Important thing – you can try Voluum for free!
Final remarks
These are the typical mistakes that advertisers make. Some of them you may already be guilty of. The point of this list is to arm you against common setbacks that often put off people from chasing their dreams.
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