When done right, multi-channel Pay Per Click (PPC) campaigns can be a great asset to your business. Advertising across multiple channels means you can reach more people, direct them to your website and increase your overall brand awareness.
Alas, as with most things, there are common mistakes teams can make which affect your campaign results. In this article, discover common problems you can face with multi-channel advertising, and find out how to get the most out of your campaigns.
Common challenges faced in multi-channel marketing
Lack of consistency
Different channels are often looked after by different teams. Lack of communication when creating a campaign means that each channel could have different messaging, so you risk muddying the waters and confusing your audience – leading to chaotic results.
No clear plan
Creating a marketing campaign without a clear plan is a mistake that a lot of teams make. Without a strategy, they don’t know how to measure the results, which results to measure, and what channels are going to work best in terms of supporting their business objectives.
Not enough resources
Different channels have different requirements, so it may be the case that you can’t use the same assets across all your channels. If your team doesn’t have the skills to create (or the funds to pay for) these different assets, it can affect the results of your campaign.
How to maximise your next paid marketing campaign
Now you understand the drawbacks you can face when creating a paid marketing campaign, here are some tips on how to maximise your campaigns to achieve the best results.
Decide on clear goals and objectives
Working out what you want to achieve from your paid marketing campaigns should always be the first job you do. By working out what you want to achieve, you can start to figure out how you will reach that target.
Identify the key metrics in your digital channels
Work out what the key metrics are for each of your digital channels and use that to measure the success of your campaigns. That way, the results you get will be meaningful and useful for your business.
Test your campaigns
There is an element of trial and error with any marketing campaign, it’s how you can work out what messaging and tactics will achieve the results you want.
Test campaigns on all of your channels. That way, you can learn what works and make changes to improve your results, as well as celebrate your successes!
Decide on your budgets
Ah, the b-word – enough to strike fear into most marketing managers. But you know what they say, money does make the world go round.
To get the most out of your paid digital marketing campaigns and increase your Return on Investment (ROI), make sure you set big enough budgets to get the results you want (our experts can help with that).