Why is your online advertising not working?

    The eternal topic: the client complains that he planned and conducted an advertising campaign, and the output is zero. Or even a big minus - the budget is spent. And it turns out that it’s not so good, this is the same online advertising, but quite the contrary.

    There are usually two options for complaints:

    - Advertising hangs, but no one clicks. If this is a “context”, then at least the money is whole, and if a media banner, then tens and hundreds of thousands of impressions burn without a trace.

    - they click perfectly on ads, the budget burns like gunpowder, and almost all transitions go to one view. And the average time of an “advertising” visitor on a site is substantially less than a minute.

    Here the client often makes an expressive face and speaks out in the sense that

    a) the system / site is blatantly lying about its statistics (if they don’t click); and

    b) this system / site probably has its own crowd of clickers who click tirelessly on ads. Clicked - and then ran. Just to create visibility, but write off money. (This is if they click, but they don’t really look.)

    In general, there is sheer deception and scammers around.

    However, when we begin to analyze the failed campaign, everything turns out to be much simpler. As you might guess, in the vast majority of cases, the causes of failure are related to the quality of advertising (lack of clicks) and the quality of the landing page (lack of views).

    The quality of advertising is an eternal and universal theme. I already gave examples from offline, where the creators of the ads themselves did not seem to understand what they were selling. Everything is the same online, only worse. Because there are more options.

    Here are a couple of examples.

    Flash banner for placement on industry sites: see

    Try to guess with three attempts, what exactly does it advertise? It appears that the phone and e-mail. The question is - what can make a client click on him? And the money will drip!

    By the way, in this case, the banner was fixed precisely after indicating a problem. It did not become ideal, but a little more transparency appeared.

    Another example. Yandex.Direct advertising campaign (ad in the red frame):



    The query in the search line is “Yandex conference”. Apparently, the campaign was set to the keyword "conference". We ask ourselves a question - what should have attracted the attention of the user in this ad? What should have made him click? What do all these words mean?

    A gray boxed ad is also bad, but for other reasons. It is simply hard to read - the heading is overloaded and essentially does not tell the user anything, the text consists of a slurred hash: letters, numbers, abbreviation.

    What does this mean in practice? That some of the users simply do not notice the ad, do not realize its meaning, pass by. And the company's marketers will conclude that discount information does not work as well as intended.

    We summarize: when creating an advertisement, it is necessary to repeatedly check whether its meaning is clear and obvious to people who did not participate in the creation of this advertisement. And if suddenly it is incomprehensible or not immediately understandable - modify the file to a victorious end (the exception is "advertising-intrigue", but now we are not talking about it).

    But here we finished our banner and hung it on the Most Popular Page. And the people tumbled down. And what does this people see?

    Now I’ll give you a very clinical example. Somehow I clicked in Yandex.Direct on an interested ad. But he was busy at that moment, so he opened the page in the background tab, and did not immediately look at it. When, after a couple of hours, I came across her, fell into a stupor for a long time - what is it, where did it come from? Just remembering all-all-all of his actions lately, he realized that this is the page that opened on advertising. It’s not clear from the screenshot, but in fact the site was made using flash-animation - everything moves, shimmers, moves in orbits and all that:

    (click to view large size) Traditional question: what does this company do? An additional question: what remains to be done by a visitor who clicked on an interesting and specific ad and gets to this page?




    That is, what happens. At first, people spent a decent effort on creating an anti-marketing site, from which it is not even clear what they are doing, then they made a selling ad and began to break the budget into a beautiful main page. But in the end, apparently, they will draw conclusions about the effectiveness of online advertising.

    We summarize:

    1) On any page of your site it should be clearly understood what this site is about. Immediately, at a glance.

    2) Internet advertising should lead not to the main page of the site, but to the page that is most adequate to the advertisement. If you are advertising a product, then the ad should lead to the product, and not to the catalog in twenty thousand positions. If the service - then on the page with the description of the service so that the user immediately received what he came for. Otherwise, you will simply lose money in vain.

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