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

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table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.marketwatch.com/news/story/zip-code-targeted-advertising-new-york/story.aspx%3Fguid%3D%257B079AA440-1A67-4561-8296-3EB97BC79FF1%257D%26dist%3Dhpprcid=1257827760ei=0zr2SPrmCYyQ6wODxuGWCQusg=AFQjCNFigOfaqciX4pXsF1Trp1CE4MfbqQZip-Code Targeted bAdvertising/b for New York City#39;s Tri-State Area b.../b/abrfont size=-1font color=#6f6f6fMarketWatchnbsp;-/font nobr20 hours ago/nobr/fontbrfont size=-1STAMFORD, CT, Oct 14, 2008 (MARKET WIRE via COMTEX) -- Locale Media, the local badvertising/b network, announced today that the company has launched its b.../b/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serifa href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.timesonline.co.uk/tol/news/world/us_and_americas/us_elections/article4937695.ececid=1258205188ei=0zr2SPrmCYyQ6wODxuGWCQusg=AFQjCNEaZaywVW2OIquOk-pWI2ae28sTsQimg src=http://news.google.com/news?imgefp=IqGsGngGJt4Jimgurl=www.timesonline.co.uk/multimedia/archive/00413/1310mccainpalin1_413970a.jpg width=80 height=38 alt= border=1brfont size=-2Times Online/font/a/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://blogs.tnr.com/tnr/blogs/the_flack/archive/2008/10/15/does-advertising-matter.aspxcid=1258205188ei=0zr2SPrmCYyQ6wODxuGWCQusg=AFQjCNFDfOG-I5D0TEqq1vEtV7o1CU1MnwDoes bAdvertising/b Matter?/abrfont size=-1font color=#6f6f6fNew Republic,nbsp;DCnbsp;-/font nobr5 hours ago/nobr/fontbrfont size=-1bAdvertising/b may matter less on the Presidential level than it does for House and Senate candidates, who receive considerably less attention in the press b.../b/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.denverpost.com/headlines/ci_10682415cid=1258205188ei=0zr2SPrmCYyQ6wODxuGWCQusg=AFQjCNH1vlhdVOxfVaxN_xPwd9ruxQqNUQWill statesmanship win out?/a font size=-1 color=#6f6f6fnobrDenver Post/nobr/font/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://ap.google.com/article/ALeqM5iNxTApa2sQRu0Xx99P3jt2bEXw7gD93R12400cid=1258205188ei=0zr2SPrmCYyQ6wODxuGWCQusg=AFQjCNEkYBVleDj1esArjLKIOSx_lDAzSAToday on the presidential campaign trail/a font size=-1 color=#6f6f6fnobrThe Associated Press/nobr/font/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://blogs.abcnews.com/politicalradar/2008/10/stephanopoul-10.htmlcid=1258205188ei=0zr2SPrmCYyQ6wODxuGWCQusg=AFQjCNFK11_7M6eXCYD4vD3TOJIEU5UjyQStephanopoulos: Is There Anything McCain Can Do?/a font size=-1 color=#6f6f6fnobrABC News/nobr/font/fontbrfont size=-1 class=pa href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.nytimes.com/2008/10/15/us/politics/15memo.html%3Fref%3Duscid=1258205188ei=0zr2SPrmCYyQ6wODxuGWCQusg=AFQjCNHtBmTJFHUSPLVQkdooMrV6BzNLmgnobrNew York Times/nobr/anbsp;- a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www2.journalnow.com/content/2008/oct/14/a-clean-fight-sounds-good-but-dirt-gets-the-job-do/cid=1258205188ei=0zr2SPrmCYyQ6wODxuGWCQusg=AFQjCNHf2S55r_rZcHT953oSKb8afIqhrgnobrWinston-Salem Journal/nobr/a/fontbr/font class=p size=-1a class=p href=http://news.google.com/news?sourceid=navclientie=ISO-8859-1rls=GGLG,GGLG:2005-22,GGLG:enncl=1258205188hl=ennobrall 1,647 news articles/nobr/a/font/div/font/td/tr/table
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