¿Qué hacer si tu publicidad online ya no llega a tu público objetivo?

Realign goals and KPIs with business objectives and customer expectations, analyzing data for optimization opportunities to enhance ad performance.

You take all the wasted digital dollars and put them in the proven medium: Radio. Radio sells. radio is credible. Your sales go up on radio not on Fb.

Adjust parameters accurately, start by collecting data on your audience's demographics (age, gender, location), interests (hobbies, preferences), and behaviors (buying habits, online activity). Then, use this data to create segments that reflect the diversity within your audience. Regularly review and refine your segmentation to ensure it remains effective as your audience evolves. Utilize tools like surveys, analytics, and market research to gather insights and make informed adjustments.

Ensure your messaging aligns with audience preferences and needs. Make content engaging, relevant, and persuasive. Review audience segmentation. Adjust parameters to accurately reach demographics, interests, and behaviors. Review Your Advertising Plan and Performance Metrics. Identify underperforming campaigns and channels. Test and modify ad formats if needed. Compare performance with competitors. Learn from their successful strategies. Discontinue consistently poor-performing campaigns. Experiment with variations to find what resonates best. Remember to adapt continuously and stay relevant in the dynamic digital marketing landscape.

it could be "the audience targeted is relevant" but the message that is being delivered is not. stop the campaign, meet, brainstorm, and never use 1 variation for your ad (2+ would be the perfect scenario) since you can choose one to optimize your ads towards.

In digital campaigns consumer segmentation and personalization is extremely important. Different consumers have varied nature of demographic, psychographic and behavioral profile . Customizing our communication and proposition as per customer’s preferences will lead to higher engagement rate and better response from consumers. Retargeting as per customers response and creating look alike profiles and targeting them is also very important for better results .

Ads not reaching the desired audience is a common issue. Here's what to do: - Deterministic vs Probabilistic Data sets: Try and cut the noise in audience segments by focusing on 1st or 2nd Party deterministic data sets. These are verifiable audiences based on any action or registration they have done with the data owners - Refresh your Audience Segments: Data fatigue sets in very quickly in online campaigns with same people receiving comms over and over again. Be creative in your communication to the data set and keep refreshing your segments to do A/B testing - Focus on personalisation in messaging to these audiences. Now that you have identified and selected young mothers as a segments, give them the message they will resonate with.

If your ads aren't reaching the intended audience, it might be time to refine your segmentation and personalization strategies. Dive deeper into your audience data to identify specific segments that may respond better to tailored messaging. Personalization goes beyond just addressing the recipient by name; it involves crafting messages that resonate with their unique interests, behaviors, and pain points, increasing the relevance and impact of your ads.

Be very aware of survivor bias. If you are segmenting based on your first party data, you may have maxed out on that group and need to think outside what you are seeing. E.g. if you see mainly 25-30 year olds buying, then rather than double up on that demographic, consider how you can complement towards 30-35s with new messaging/creatives.

Redefine your target segments - deeper attribution - more nuanced classification. Modify segment weighting algorithms to leverage those that actually work

Continuous testing is vital to understanding what resonates with your audience. Experiment with different ad formats, messaging, visuals, and calls to action to see what drives engagement and conversions. Use A/B testing to compare the performance of ad variations and apply the insights gained to optimize future campaigns. Optimization is an ongoing process, as audience preferences and digital landscapes evolve, necessitating regular adjustments to your advertising strategies.

Start first by building your hypothesis (define your problem & analyze historical data). Then use A/B testing or MVT to test & compare different ad attributes and formats. You can test visuals, ad copies, TOV, CTAs but make sure to test max 2 changes, so you are able to attribute the improvement to the change you made.

Hey everyone! If my online ads seem to be missing the mark with my target audience, here's my go-to plan: 1. I'll take a step back and review my goals and metrics. It's important to make sure I'm clear on what success looks like and adjust my strategy accordingly. 2. Next, I'll get personal—segmenting my audience & tailoring my ads to specific groups. A little personal touch can go a long way! 3. Now comes the fun part, testing and tweaking my ads. I love experimenting with different formats and messages to see what clicks (literally!). If all else fails, I'm not afraid to test out new channels and formats. Who knows? Maybe my audience is hanging out somewhere unexpected!

Effective marketing is no rocket science - it's just the right message delivered to the right people at the right time. A lot of companies underestimate the first component. Are you certain your target audience have not grown tired of your messaging? Is it even relevant to what they're after in the first place? Do your ads speak your audience's language or does it just broadcast your corporate slogans?

What has helped in my experience is 1) Optimising the current platforms to help deliver more towards my target audience 2) Check where my audience lies and their digital behaviour to recognise new platforms to employ

Your audience is out there, if you feel you haven't been reaching them, perhaps they are no longer using the channels you used to talk to them. Consider experimenting with new channels. Which ones? If you do know your audience, you should be able to identify the areas they moved to. Has a new video platform popped up and is getting attention of your target group? Try (iteratively!) reaching out to them there. Or perhaps your target audience...aged? And changed their habits altogether? Would OOH advertising be relevant to them? Invest in making sure you understand your audience well, nothing will give you better advice than observing their preferences and habits.

Don't overthink it: Find influencers of any size within your niche and partner with them. Often better targeting than paid. 😉

Diversify your online presence by exploring new channels and ad formats suited to your audience and goals, such as social media, video, or influencers.

There are anumber of measuring tools out here, such as Google Analytics, Facebook Insights, Instagram Insights, LinkedIn Insights etcs

Start by reviewing audience insights using past performance data and audience testing. You can check out Facebook's Audience Insights tool as well. Gather additional performance data using tools like Google Analytics, Google Trends, Clarity and Email Marketing performance. Now you have heaps of info for understanding how your audience behaves. Once you've gathered insights, it's time to make some changes. Update your ad targeting, creative, messaging, and overall strategy. This way, you'll make sure your ads match what your audience likes and wants.

Measure, measure, measure and measure again. Start your day by reviewing your dashboards. For this, I consider it very valuable to have the information centralized in a PowerBI or in a Data Studio or in a tool that allows you to view the information at a single glance. Once you understand what is working and what is not, you can start optimizing.

Be nimble enough to optimize as you go, but patient enough to not be too knee-jerk and allow your campaigns to exit the learning phase so that you have a broad body of data to base your decisions on.

Monitoring and measuring your online advertising performance is crucial for maximizing your return on investment (ROI). Here's a breakdown of this step: 1. Tools and Metrics Leverage analytics platforms like Google Analytics, Facebook Insights, or Instagram Insights to track key metrics like impressions, clicks, conversions, and cost-per-acquisition (CPA). 2. Reporting and Visualisation Utilize dashboards, reports, and data visualizations to effectively communicate your findings. This allows you to identify: Strengths: Aspects of your campaigns that are performing well Weaknesses: Areas where your campaigns can be improved Opportunities for Improvement: Strategies to optimize your campaigns for better results

Using A/B testing is an helpful strategy to test different version of your contents and ads to decide which item is working for your audience. It's important to analyse users journey and improve their experience with your platform.

Having worked in the digital marketing space for the majority of my career, I’ve learned that regardless of the industry and/or target audiences, variables like consumer sentiment, market forces, platform features/capabilities, channel reach, and effective tactics are consistently changing and evolving. A healthy mix of digital marketing tactics, evolving strategy, and data informed segmentation are key to delivering effective digital marketing to varying audiences across various channels. Learning from focused testing, intentional data analysis, and external feedback and research are critical to activating effective and impactful digital marketing, and marketing in general.

If your efforts are not aligned with your target audience, and you allow that to happen, you’re doing a disservice to yourself and your organization. Alignment is critical. Know who you’re talking to and talk to them. Of course, that’s easier said than done as marketers often have to serve many masters, most of which will dilute your efforts and distract you with mixed messages. But fight for what you know is right - alignment with your audience to achieve your goals. And it goes without saying - we all need to learn from what we’ve done and adapt to stay relevant, meaningful, and aligned with an ever-evolving world.

Stay abreast of trends and adapt your strategy to evolving customer behaviors, ensuring flexibility in your advertising efforts for optimal performance.

If you know your audience selections are right because you are an established business or have completed research. Create content that appeals to your audience based on the buyer journey stages. 1. Awareness stage - problem-aware. Create content that considers their problem, grabs their attention and has an emotional pull. 2. Consideration stage - considering the different options to solve their problem. Informational content like solution comparisons and more detail on the solutions (content offers to capture people's data). 3. Decision stage - consider sending them to a landing page showcasing a special offer, guarantees and using testimonials or google reviews. Once you have a happy customer, delight them and encourage them to refer you.

When your online ads aren't hitting the mark, consider these tactical moves: Ad Frequency Adjustments: Avoid ad fatigue by setting frequency caps to limit how often the same person sees your ad. Leverage Micro-Moments: Target ads to "I want to buy" moments for higher relevance and impact. Audit Your Ad Tech: Check for glitches in your ad delivery systems that might hinder performance. Geofencing: Use precise location targeting to reach audiences where they most likely engage. Cross-Device Targeting: Ensure your ads reach users across all their devices for consistent messaging. These steps can refresh and refine your strategy, enhancing ad reach and effectiveness.

We are approaching a scenario where cookie management will alter the way brands use online advertising. I believe it's time to explore alternative options, which do exist, to impact user segments based on the data and insights that other channels and solutions can provide. It is possible to reach specific audiences with respect for privacy and yes, it is necessary to take care of existing customers by promoting the collection of first-party data and seeking scenarios for collaborative data from there.

A brand can be presented to the user at various places and by various means. Catching the attention and registering the message you want to deliver is the key. Start by making smarter ads! As an example creative and content copy + using the right platform at the right time can change the game. Moment marketing has been a big example of this across the globe since decades but we often forget to optimise on it at times when we can make it big by spending least amount of dollars

Listen to your audience: what is relevant to them? What channels do they like to use? Talk to current clients who represent your ideal client profile, be interested in people who are in line with your target audience, delve into their universe and look for ways to collaborate.

In my experience, the “what else to consider” section contains what makes or breaks your marketing efforts. Tracking and attribution are rarely perfect once you reach a certain level. If they are, it’s easy to get lost in the trees and forget the forest. The “everything else” of it all often contains verification of whether your efforts are working or not. More times than not, I’ve come into an organization and found that the parties responsible for marketing and tracking ROI aren’t working in tandem with the parties responsible for managing the client database, CRM, EMR, what have you. Take an interest in this early on and you’ll be rewarded tenfold. More importantly, you’ll be aligned with other departments and decision-makers.