How to turn around an underperforming campaign
- Part 1 How to turn around an underperforming campaign
- Part 2Revolutionizing creativity for optimal performance
Show Notes
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01:15Skips professional background and Draft Advertisings evolutionSkip 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.
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03:53Draft Advertisings fullFor 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.
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04:37Top performing channels by goalsFor 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.
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05:18Common mistakes in ad performanceThe 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.
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07:21Strategies for turning around ad performanceEstablish 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.
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11:15Segmentation to improve ad performanceTailor 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.
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14:59The importance of clear next steps in marketing and advertisingHaving 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.
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17:53The importance of objective metrics in digital marketingIn 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
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"Nine times out of 10, people are expecting the ad to do all the selling for them." - Skip Wilson
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"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
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"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
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"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
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"In any sort of marketing plan, always keep in mind that goal of what is that next step?" - Skip Wilson
- Part 1 How to turn around an underperforming campaign
- Part 2Revolutionizing creativity for optimal performance
Up Next:
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Part 1How 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.
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Part 2Revolutionizing creativity for optimal performance
Skip Wilson, CEO of Draft Advertising, delves into transforming advertising performance. While award-winning creative can be visually impressive, effectiveness is the key measure. An ad's success hinges on its ability to move the customer towards a specific action, such as visiting a landing page. Ultimately, even an "ugly" ad can be successful if it achieves the desired outcome. Today, Skip discusses revolutionizing creativity for optimal performance.
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