The abundance of new technologies and powerful opportunities in marketing can get overwhelming for a marketer. How in the world could you not feel lost in the jungle of solutions at your disposal? And if you use an agency, how can you know that it's truly benefiting your company?
Having conducted or supervised more than 900 digital campaigns, I've come across several dangerous traps that are initially hard to spot. This article will point out the four most common.
1. Don't let the CTR deceive you
One of the most frequently used indicators of the effectiveness of online advertising is the clickthrough rate (CTR), the ratio of the number of clicks on an ad to the number of views.
Imagine attractive advertising formats, beautiful graphics, and strong CTAs encouraging taking action. A customer clicks on the ad and lands on a website. But there's a problem: The page is not consistent with the creative's visual design, or the user is flooded with all kinds of information instead of with the information promised in the ad. The result: the visitor abandons the website, and the campaign results end up being far from satisfactory.
Tip: It is important to focus not only on the aesthetics of the ad's design but also on the communication and promise we use to tempt the user to enter into an interaction.
But what if I told you that sometimes a decrease in CTR is a good sign?
Consider a campaign for a financial-sector client. CTR, conversion rate, and number and cost of leads acquired through contact forms were all at very good levels. We analyzed the effectiveness of the campaign from start until the end of the conversion path—i. e., granting a loan. At the validation stage, it turned out that although quantitatively speaking it all looked great—lots of people applying—but a large proportion of loan applicants were ineligible and their applications had to be rejected.