What Happened? Troubleshooting Poor Response from Ad Campaigns

Too many small business owners today run ad campaigns that get little to no results, and they have no idea why. When you have the knowledge to troubleshoot the poor responses, you also have the knowledge to make the needed changes so that - next time - your sales improve! Let's take a look at the breakdown of an ad campaign, and how to determine what went wrong.

Response vs. Results

It's important to understand the difference between response rate and results. When a customer takes the action you want him/her to take (i.e., clicking to your site, calling your 800 number, etc.), then you've achieved "response." This does NOT mean you've made a sale. The response rate of your ad campaign can be high without ever selling one product or service.

"Results," on the other hand, are the sales you make in conjunction with the response rate. When a customer takes the action you want him/her to take AND buys your product/service, then you've achieved results.

No Response

When you get little to no response, chances are that one of two things happened. One - your ad was poorly written and didn't generate enough interest to excite the customer to take action; or two - the ad didn't reach your preferred target customer.

How do you determine which one is the culprit? Test! Use the same ad, but place it in a different ezine or on a different Web site. If response rate improves, you know the ad is most likely fine, but the audience exposure was off. If the response rate does not improve, it's probably best to rewrite the headline, the ad, or both.

Response But No Results

If you run an ezine ad, banner ad, etc., and get responses without making any sales, the most probable theory is that your supporting ad copy or offer is not doing its job. Ezine ads, banner ads, and the like will never make a sale on their own. The customer is almost always going to be directed to click back to your Web site. If the copy/design of your ad is working, but no sales are being made, take a good look at the copy or design of your site. Chances are that *it* could be costing you sales.

Again, testing is the key. Change a headline, add links that direct to "more information" pages, and so on. Run the ad again, and see if your results improve.

You'll notice that in either case, testing is the recommended course of action. So many small business owners get in a hurry and neglect to test their ads. While it may seem costly to run an ad, change an ad, and run it again - the truth is that running unproven ads all across the 'Net without gaining any return on investment (ROI) is a huge waste of money.

Yes, it does take a good deal of time. Yes, it can cost additional money. However, once you've taken the time to test an ad, and the copy on the supporting Web site that customers will be directed to, you'll be in a much better position to ensure consistent sales from your campaigns.

Copyright 2004 Diane Hughes

About The Author

Diane C. Hughes * ProBizTips.com

FREE Report: Amazingly Simple (Yet Super Powerful) Ways To Skyrocket Your Sales And Build Your Business Into A Tower of Profits! ==>> http://madmarketer.com/diane

In The News:


When Times Get Tough... or When to Really Advertise

The Pundits say the economy is slowly, but surely, recovering.... Read More

Pros and Cons of Establishing an In-House Ad Agency

There have been several ads promoting books and reports on... Read More

Yellow Pages Ads - Buying Secrets

Yellow Pages Ads - Buying SecretsOK- let's agree that many... Read More

7 Essential Elements for Profit-Pulling Ads

Advertising will make or break your business. It is crucial... Read More

I Dont Want to be Different

To succeed in today's crowded marketplace where most of the... Read More

Radio and Television Ads: Clever Vs. Annoying

Ever heard or seen a radio or television commercial that... Read More

LED Score Boards

LED scoreboards can be utilized in most of the sporting... Read More

Vinyl Banners for the Right Occasion

The sinage marketplace is competitive! Consequently, some companies are going... Read More

Free Internet Advertising: 6 Proven Ways To Prevent Your Competitors From Stealing Your Customers

It is getting harder daily to generate traffic.And when you... Read More

Advertising Your Holistic Business

The most basic answer is the same answer as to... Read More

How to Write Ads that Pull Orders

If your ads aren't paying off then you need this... Read More

How to Make a Fortune from Unique Resistance-free Advertising

One of the most powerful offers you can use in... Read More

Whats On Your Business Card?

A professional business card says more about you and your... Read More

The Ultimate, ?Must-Have? Home-Based Business for YOU

The Ultimate, "Must-Have" Home-Based Business for YOU a Underemployed, Unemployed,... Read More

The Only Bad Advertising Is No Advertising - Or Is It?

Depending on whom you ask, you will get told many... Read More

Design Your Own Newspaper Ads

Many people in business lay-out (design) their own ads. That... Read More

Internet Advertising: How To Use The Golden Rule To Enrich Yourself.

What is the golden rule of internet advertising?Give, so you... Read More

Creditability In Advertising

I recently saw an ad taped to my mailbox, mind... Read More

What Makes Advertising Successful?

MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD:... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material... Read More

Avoid Being Vague

We are bombarded with thousands of marketing messages daily?on television... Read More

Business Cards: Why Waste Valuable Space?

So many business people neglect this valuable asset that may... Read More

Media Savvy - How To Lead, Persuade And Influence

The ability to lead, persuade and influence are integral skills... Read More

How To Make Your Resource Box Sell

Ezine Articles - they're everywhere!And little wonder. They're one of... Read More

Wheres Me Pot of Gold and Lucky Charms?

We already know this from our history books. If you... Read More