The world of e-commerce can be a cutthroat; it’s filled with hungry entrepreneurs aspiring to be the next dot-net billionaires and large existing brands that have unlimited resources devoted to squashing newcomers. If you want to one-up your competitors, avoiding even the smallest of marketing mistakes is essential. Here’s a look at some of the most common errors advertisers make when they jump into online advertising.
1. Neglecting targeted location options in AdWords
When you configure the location settings on Google AdWords, open the Advanced Option features by clicking the minute plus tab. The default configuration is “People in, or who show interest in my targeted location.” Change it to “People in my targeted location” otherwise web users who search for keywords like “Italian Pizza” or “Cheese Pizza” will still see your advertisement even if they’re in Canada or Africa.
2. Weak or no call to action
Truth is, if a web user wanted to be on your Website, he/she would already be there. Your challenge is getting a potential customer to stop sourcing products or services from someone else and get them to sit down and pay attention to your advertised content, whether that is on desktop or mobile. To do that you need to catch their attention with a call to action they can’t resist. A great example of that are the call to action buttons on Firefox and Uber that are easy to read, colorful, and make it look like you’ll be missing out big time if you don’t click!
3. Failure to rigorously test ad campaign strategy
Online advertising has earned its fast-paced growth (and it’s demanding difficulties) because there’s so much data available about how a marketing strategy is performing. Potential campaign results can be tested with preliminary trial runs that let you know if going big is smart or not. But many small and mid-size businesses find the quantity of data they can get is overwhelming–and they fail to use what they gather from campaign tests and experiments to improve their bottom line. Take time to test your campaign and then take time to wade through the info generated by Google Analytics and alternatives such as Kissmetrics or Indicative.
4. Overspending on marketing campaigns
Most businesses get carried away and outbid themselves! Be aware that many platforms encourage you to spend more than you need to by recommending a budget “to beat competing businesses”. Inexperienced online advertisers often fall for these “recommendations.” While underpaying may mean your ads don’t appear as often as you’d like, this doesn’t make it okay to overpay. To balance it, bid based on your ROI rather than your ego.
In addition, you don’t need an engineering background to know the how and what of your marketing platform. However, understanding the basic concept of it can be the key differentiator to the success or failure of your campaign. For instance, Google AdWord Search predominantly takes into account the relevance or Quality Score, meaning the higher relevance of your keywords, ads, and landing pages are, the better quality score you are given. This ultimately translates to reduced fees per click.
5. Disregarding education
If online marketing is still somewhat of a mystery for you…take time to educate yourself so you have the knowledge necessary to succeed. Consulting an e-learning company enables you to learn the proper steps for online advertising and enterprise gamification by teaching you both the fundamental and complex concepts of content management.
Everyone makes mistakes when the first advertise online. The trick is learning from those mistakes and using them to set—and stay—one step ahead of the competition.