WHY TARGETING SMART
AD CAMPAIGN ERROR AVOIDANCE
Here are a few mistakes (errors) that resulted in wasted advertising dollars and missed business opportunities.
"The wise man learns from the mistakes of others."
"You Can Only Expect What You Inspect"
Over the years we've observed an unbelievably high number of digital-driven ad campaigns that completely missed their intended mark resulting in costly errors. Just about every one of the errors can be classified into one of four categories: a) unrealistic budget vs. reach goals, b) poor creative design, c) lacking precision targeting, or d) terrible execution.
At the end of the day accurate, measurable, and cost effective ad campaigns really matter.
Social Media Advertising Downsides - What They Don't Tell You....
Digital ad campaign targeting using Google and social media platforms can have some downsides that you should be aware of.
These downsides include limitations in targeting based on sensitive categories like political affiliation or race, privacy concerns around using personal data for ad targeting, and potential for ad fatigue and reduced effectiveness over time. Additionally, there can be challenges in accurately measuring and attributing the impact of your digital ad campaigns, particularly across different platforms and devices.
It's important to understand these potential downsides and to carefully consider your targeting strategies to ensure that you are reaching the right audience in an effective and ethical way. For example:
It's important to note that specific targeting options and capabilities vary by platform.
These downsides include limitations in targeting based on sensitive categories like political affiliation or race, privacy concerns around using personal data for ad targeting, and potential for ad fatigue and reduced effectiveness over time. Additionally, there can be challenges in accurately measuring and attributing the impact of your digital ad campaigns, particularly across different platforms and devices.
It's important to understand these potential downsides and to carefully consider your targeting strategies to ensure that you are reaching the right audience in an effective and ethical way. For example:
Google, Facebook, Twitter, Instagram, and LinkedIn do not directly provide access to a person's voting history or party affiliation for ad targeting purposes.
You cannot get a list of the individuals that Google, Facebook, Twitter, Instagram, or LinkedIn are reaching with your in-display ads.
"Custom Audience" targeting on Google, Facebook, Twitter, Instagram, and LinkedIn only works if the individual is a member of that platform.
It's important to note that specific targeting options and capabilities vary by platform.
Literally thousands of digital advertisement impressions are delivered each day with errors that range from incorrect audience targeting, to images that when reduced are not legible, or color pallets when the lettering is difficult to read. One major mistake that is often overlooked is not setting the ad frequency (the number of times an ad will be seen by each targeted individual). Note: the examples seen below are NOT current Targeting Smart clients.
Case: Wrong Gender
A Targeting Smart research associate (65, male) recently reported several instances of seeing an advertisement for Poise feminine period liners. Our associate is NOT a potential consumer (buyer). Wasted ad spend.
The manufacturer was notified of the targeted audience error.
The manufacturer was notified of the targeted audience error.
Case: Target Language
A Targeting Smart research associate (Caucasian) reported several instances of seeing an advertisement for the Yaamava Casino. Since our researcher does not speak Korean, this ad by the casino to win a Rolex Daytona watch is irrelevant.
The Yaamava Casino has not been notified of the targeted audience error.
The Yaamava Casino has not been notified of the targeted audience error.
Case: Geolocation Error
A Targeting Smart research associate reported several instances of seeing an advertisement for the UPS Store. A close examination of the ad text indicates the nearest store is 47.38 miles. In reality, a near by UPS store was only 1.5 miles from his location.
UPS has not been notified of the geolocation software calculation error.
UPS has not been notified of the geolocation software calculation error.
An attention to detail will almost completely erase digital ad campaign errors.
