Measuring performance within digital marketing can be difficult, particularly when you’re assessing where you’ve gone wrong and where you can improve. To make the most of your digital campaigns, it’s crucial to avoid costly mistakes to achieve the best results with minimal wastage.
We’ve identified five common mistakes within digital marketing performance, and how you can avoid them in your business.
Using broad keywords, especially with no negatives
Broad match keywords are a default option, and appear when a user’s search query contains your chosen broad term (shoes, dress etc.) in any order and possibly with other terms. This can lead to irrelevant terms and wasted spend. Similarly, this will be the case if you avoid using negative terms that you don’t want to be triggered by your customer.
You don’t have a standardised view on performance
A common error in digital marketing is trying to juggle too many plates and understand and interpret all of the different metrics through various channels. Focus on each individual platform as a separate entity. Using different platform measurements muddies the water at best and wastes significant budget at worst.
Incorrect conversion measurements
If you’re not pulling in the conversions and their value into Google Ads or setting up tracking pixels in Facebook, then these platforms have nothing to optimise towards and you will quickly waste budget.
You’re not verifying sales through your affiliate platform
Affiliates can be beneficial for a brand or business. However, this channel is renowned for being difficult to prove incrementality. One key mistake is paying your affiliates for their work without verifying the transactions. If you take returns and you’re not removing them from your affiliate pay-outs, then you could be wasting thousands through your affiliate program.
You’re not utilising your customer data
Many marketers start or continue digital campaigns without utilising their customer dataset. If your business collects customer data in a GDPR compliant way, then you should use it to enhance the effectiveness of your marketing campaigns; many businesses never realise the full strength of the data they already have in their repertoire.
If you would like any support or guidance with your digital strategy or to book an online performance audit, our team of specialists would love to help! Feel free to get in touch by sending us an email to firstname.lastname@example.org