How to turn around an underperforming campaign

Skip Wilson, CEO of Draft Advertising, delves into transforming advertising performance. Before diving into strategies to turn around an underperforming campaign, it's essential to pinpoint the root causes. However, many marketers make the mistake of blaming channels for poor performance instead of analyzing key metrics such as click-through rates, and conversion rates. Today, Skip discusses how to turn around an underperforming campaign.
About the speaker

Skip Wilson

Draft Advertising

 - Draft Advertising

Skip Wilson is CEO at Draft Advertising

Show Notes

  • 01:15
    Skips professional background and Draft Advertisings evolution
    Skip started in agencies as a stringer, worked on web design at Time Warner, and eventually became the VP of Digital Media at iHeartMedia. From SaaS, Draft Media Partners pivoted to purely paid media campaign execution, growing through several mergers and acquisitions.
  • 03:53
    Draft Advertisings full
    For a full-service offering, Draft Advertising has done strategic mergers and acquisitions, recently bringing in a direct mail and promotional products arm. Now, its original planning technology supports its comprehensive advertising channel suite.
  • 04:37
    Top performing channels by goals
    For lead generation, Google Performance Max is a top performer due to its cost-per-lead efficiency. For branding channels, OTT, podcasts, and streaming audio are strong choices.
  • 05:18
    Common mistakes in ad performance
    The most common mistake is blaming the advertising channel (e.g., Google, Facebook) for poor performance. Instead, a deeper dive is needed to identify the root cause, analyzing individual metrics of advertising campaigns to improve performance.
  • 07:21
    Strategies for turning around ad performance
    Establish clear performance metrics beforehand, allowing for objective evaluation of ad effectiveness. Additionally, avoiding overly ambitious asks in ads and instead providing value to prospects before retargeting them with offers can significantly improve results.
  • 11:15
    Segmentation to improve ad performance
    Tailor ad messages to specific audience segments for better results in today's media landscape. Focus on incremental steps towards conversion, analyzing landing page performance and site metrics to evaluate ad effectiveness and identify any issues such as landing page problems.
  • 14:59
    The importance of clear next steps in marketing and advertising
    Having a clear objective for each marketing component, whether it's an ad or a sales meeting, ensures a focused approach toward achieving desired outcomes. The ads job is to get them to the page, and the pages job is to get them to book a call or take another action.
  • 17:53
    The importance of objective metrics in digital marketing
    In an industry where tactics evolve rapidly, focusing on timeless principles while adapting to the latest data is crucial. By prioritizing objective metrics like CTRs and conversion rates, marketers can accurately assess campaign effectiveness and set realistic expectations for success.

Quotes

  • "Nine times out of 10, people are expecting the ad to do all the selling for them." - Skip Wilson

  • "Nine times out of 10, everyone ends up blaming the channel for poor ad performance. They treat marketing like its block instead of opening up the hood to identify the root problem." - Skip Wilson

  • "Is it a landing page problem? Look at things like time on site. Is it an audience problem? If you've got less than 30 seconds on site, you've got an audience issue." - Skip Wilson

  • "Have realistic expectations. More often than not, the ad is probably getting enough people to the landing page. Your landing page should be converting at 5-10% if it's a service industry, or 5% if it's eCommerce." - Skip Wilson

  • "In any sort of marketing plan, always keep in mind that goal of what is that next step?" - Skip Wilson

About the speaker

Skip Wilson

Draft Advertising

 - Draft Advertising

Skip Wilson is CEO at Draft Advertising

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