Small businesses often turn to digital advertising as a way to reach new customers and grow their business. However, it’s not uncommon for entrepreneurs and startups to struggle with getting their digital advertisements to perform well. There can be a variety of reasons for this, and it’s important for you guys to understand what might be causing your ads to underperform, before you’re able to take steps to improve your ads’ performance. In this blog post, we’ll explore five potential reasons your small business’s digital advertisements might not be performing well, and offer five potential solutions that your business could implement to improve ads performance.
1. Poor targeting
One of the biggest reasons that digital advertisements might not be performing well is poor targeting. Have you ever been online and seen an ad so out of place it made you laugh? If your ads aren’t being seen by the right people, it’s unlikely that they will be effective. To improve targeting, small businesses should take the time to thoroughly understand their target audience and create detailed buyer personas. This can help ensure that your ads are being shown to the right people at the right time, but it can also be the cornerstones of things like the website and new social media accounts.
2. Lack of a clear call to action
Another potential reason for underperforming digital advertisements is a lack of a clear call to action. Without a clear call to action, it’s hard for potential customers to know what you want them to do. Make sure that your ads include a clear and compelling call to action, such as “Sign up for our newsletter” or “Buy now.”
3. Poor ad copy
In addition to a clear call to action, it’s also important to have strong ad copy. This includes not only the text of the ad, but also any images or graphics that you use. The ad copy should be attention-grabbing, informative, and relevant to the target audience. If your ad copy is weak or irrelevant, it’s likely that your ads will underperform.
4. Poor ad placement
Another potential reason for underperforming ads is poor ad placement. If your ads are being shown on websites or social media platforms that aren’t relevant to your target audience, it’s unlikely that they will be effective. Make sure to do research on the best places to advertise for your business, and consider working with a digital marketing agency or PPC management firm to help ensure that your ads are being shown in the right places.
5. Lack of a strong digital marketing funnel
Finally, a lack of a strong digital marketing funnel could be causing your digital advertisements to underperform. A digital marketing funnel is the process that potential customers go through as they move from awareness of your business to becoming paying customers. It’s important to have a clear and well-defined digital marketing funnel in order to effectively guide potential customers through the process of learning about your business and making a purchase.
Now that we've explored five potential reasons for underperforming digital advertisements, let's look at five potential solutions that small businesses can implement to improve their ads' performance.
1. Work with a digital marketing agency
One solution that can greatly improve the performance of a small business’s digital advertisements is to work with a digital marketing agency. Digital marketing agencies specialize in creating and implementing effective advertising campaigns, and can help small businesses identify the most effective ways to reach their target audience. Working with a digital marketing agency, particularly one with experience in the local market, such as a Utah or Salt Lake City based agency, can be especially beneficial as they will have a deep understanding of the local market and can tailor advertising campaigns to the specific needs and preferences of the local audience.
2. Use a variety of advertising platforms
Another solution for improving the performance of digital advertisements is to use a variety of advertising platforms. This can include social media advertising, such as Instagram or TikTok advertising, as well as traditional digital advertising platforms like Google. Utilizing a diverse array of advertising platforms as part of a small business’ marketing plan can bring a number of benefits. First and foremost, it allows businesses to reach their target audience in a variety of ways, increasing the chances of making a connection and driving conversions. Some businesses will connect with their client-base better through different channels, at TwentyThree.Five we help each of our clients understand where they will get the most return. It also allows businesses to test and compare the effectiveness of different platforms and ad formats, helping them to optimize their advertising efforts and get the most out of their budget. Additionally, a diverse advertising approach helps businesses to stay agile and adaptable in a rapidly changing digital landscape in 2023, ensuring that they are always able to reach their audience and achieve their marketing goals.
3. Develop a strong digital marketing funnel
A digital marketing funnel is a series of steps that guide potential customers through the process of discovering, considering, and purchasing from your company. By creating a clear and effective funnel, you can more easily track and analyze the performance of your digital ads.This can be through improving your social media, improving your website, improving your brand, and much more. An agency can help you define the steps in your funnel and ensure each step is set up to increase conversions and drive more sales.
4. Explore social media advertising options
Social media platforms like Facebook, Instagram, and TikTok offer a range of advertising options for businesses of all sizes. An agency can help you determine the best platforms and ad formats for your business and target audience, and create and manage effective social media advertising campaigns. In addition to traditional ad formats like sponsored posts and display ads, you can also consider using Instagram or TikTok influencer marketing to reach a larger, highly engaged audience.
5. Stay up-to-date on the latest trends and technologies.
The world of digital advertising is constantly evolving, and it can be tough to keep up with the latest trends and technologies. Working with a digital marketing agency can help ensure that your business stays ahead of the curve and takes advantage of the most effective and relevant advertising opportunities. An agency like TwentyThree.Five can also provide valuable insights and guidance on the latest trends and technologies in the industry, such as new ad formats or targeting options.
Bonus: Ask about PPC management services
Paid search advertising, also known as pay-per-click (PPC) advertising, allows you to bid on specific keywords and display your ads on search engine results pages (SERPs). By working with a digital marketing agency that offers PPC management services, you can more effectively target your ads to reach the right audience at the right time. We can help you set up and optimize your PPC campaigns, track their performance, and continually adjust them to ensure they are delivering the best possible results.