Lack of full understanding of your business

Many people tend to blame advertising for all the troubles. Of course, you can screw up with it, but if the tenth contractor changes, and things are still there, it may not be a matter of contractors.

Imagine that your business is a water supply system designed to supply water (profit), and an advertisement is a pump that pumps this water from a reservoir. No matter how good the pump is, if there is a hole in the water pipe, very little water will reach the house, or even nothing will reach the house. Therefore, it is not enough that the individual elements of the system called “business” shine with novelty and perform their functions well, it is incredibly important that the whole system works like clockwork.

Lack of complete end-to-end analytics

Of course, walking at night in an unfamiliar forest without a flashlight, compass and map is very exciting, but only if you like the process of wandering. If the goal is to reach a specific place as soon as possible, then you will get a flashlight, and ask the locals around, and take the GPS navigator with you.

In business, the main reference point is analytics of everything, especially sales channels: which grandmother first whispered to him about your website, what he bought, when and how much, how the call center employees communicated with him, etc. etc. That is, call tracking and a well-configured CRM are no longer a luxury, but a necessary base.

Count tracking systems:

Lack of full understanding of your target audience

A very eccentric businessman Dmitry Potapenko says harshly: if you do not know the name of your client’s cat, then the business is doomed.

Even more subtly, don’t underestimate the importance of learning and segmenting your target audience. Even marketing giants like Unilever, which sell “everything for everyone,” split the target audience into tiny pieces in order to create the most targeted offers and sink potential customers into the soul.

You may have read the story of how Target found out about an American girl’s pregnancy before she did. The store simply analyzed the purchases of each regular customer, based on data from its huge assortment of 20 products that indicate the customer’s pregnancy (for example, unscented body lotion) – and sent these customers the appropriate discount offers. All this would be impossible without detailed segmentation.

By the way, if you are interested in the possibility of detailed analytics, read an interesting article on the topic:

Lack of competitor analysis

Now the Internet is wandering like the ghost of communism, the opinion that the study of competitors is more likely to harm business than benefit. There is some truth in it: if studying competitors leads to copying their methods, then it probably really isn’t worth wasting time on it.

The purpose of this analysis is to understand their features, advantages and disadvantages and stand out from them. This means that after collecting primary data about your competitors, it is useful to conduct a SWOT analysis and understand what pain of clients you “treat” better, and at what points they bypass you and use it in advertising and on landing pages.

Competitor analysis services:

What sources and channels do they use, what ads they write, what posts I make on social networks, how they design them, how they promote the brand.

Lack of work with focus groups

In the United States, focus groups have long been a surprise, but in the CIS this is an outlandish beast that few have seen with their own eyes. Focus groups are formed before the release of any advertising, necessarily from representatives of the target audience, they help to understand how the advertising message is perceived and what can be improved in it even before the launch of advertising campaigns. They can also be used to evaluate the product as a whole in the same way. In the age of television commercials reign, focus groups have been a precaution not to get puddled and waste budgets ahead of time. But even now, in online advertising, where you can test everything on the fly, a focus group can be cheaper than the advertising budget spent on initial tests.

And yes, normal sales through a new advertising channel (for example, contextual advertising), without a month or two of initial tests, is like a unicorn. Many talk about them, but almost no one has seen.

Alternative to focus groups: live tests, which have already been mentioned, or bigdata analysis (from point 3). But the analysis of a large amount of data can be afforded by enterprises that serve thousands, tens of thousands of customers, and which sell thousands of commodity items of the same category every month. So that story was about Target, not a family store.

Poorly crafted media plan

Returning to the dark forest … If you have not stocked up on food, water and navigation aids, then you will be … So in advertising, without preliminary calculation of advertising costs, forecasting KPI, miscalculation and understanding of the return on investment, you can fly into such a minus that you will no longer do business want it, especially if you are just starting it. Well, then of course you will say: “Business is not mine …”

Lack of testing

“I wish I could set up an advertisement once and never think about it again, but let it bring me more and more clients” – sometimes it seems that entrepreneurs wake up with this thought. Basically, it is based on a healthy desire to save your efforts, money and time. But unfortunately, desire is completely unviable.

Advertising, unfortunately, is one of the most risky areas of activity. If you can get some guarantees during production, deliveries or when creating a corporate website, then there is no need to talk about advertising guarantees. Everything is changing so quickly in this area: tools appear and disappear, prices change, new advertisers enter the market, banal fashion changes, new memes appear – that it is impossible to write one eternal technology that will suit everyone and always. The one who constantly tests and is looking for new ways and loopholes wins, and those who are afraid to change something are slowly lost.

Of course, he tests wisely and with an understanding of what he is doing.

Collecting semantics only with the key query planner and wordstat

Google Planner and Wordstat are wonderful tools, no doubt about it. Their problem is exactly one: they give you exactly the same thing as all other advertisers. If your strategy requires showing for high or medium-frequency queries (and therefore a higher level of competition), then their hints will be enough for you.

But if you have chosen a strategy focused on specific queries, for example, in order to reduce bids due to more detailed elaboration of phrases and a higher quality indicator, then it is better to connect third-party services to the selection process.

Below is the list:

Select other services from here

No negative words

One could laugh at this point, if not for several hundred audits under his belt. Okay, advanced backing tracks, okay chaos … in one of the three checked accounts, there are no negative keywords. When you see this, the question immediately disappears, why commercial equipment advertisements can be issued upon request with the word “zoo”, or upon request: buy Kerpich Ugni persistent, although ugg boots are advertised

You can’t get away from this banal truth: the backing track of an account is like washing your hands after using the toilet. Without the second, there is common diarrhea, and without the first, money is sent along the same route. So, what you need to know when taking a backing track:

It is better to form the most obvious unnecessary words even at the launch stage with a general list, which is then convenient to connect to new campaigns and expand as necessary.
Take care of cross-negation. If you sell hats for men and women, then the men’s campaign should not appear with the word “feminine” and the women’s campaign should not appear with the word “masculine.” The same applies to any categories.
Carry out regular minus: the most convenient way is to choose a regularity at which no more than 2 thousand unique search queries are typed.
Make a minus list of cities. We assume, but Google disposes. If you are selling goods in Ukraine and do not want to appear on the queries “buy in Moscow” or “buy in voronezh” (do you think that only we know how to use VPNs?), Then you have two ways: manually exclude all unnecessary cities in the geo-targeting settings of each individual campaigns … or create a common list of cities for all campaigns, which will exclude different “buy voronezh” from your agenda.

Well, for those who want to scrape the account to the ideal, take care of cross-minus for individual groups. So that keywords do not compete with each other.

Lack of A / B test of ad texts

We have already talked about tests above. And here’s a living example: texts are the cheapest thing that can be in advertising. You do not need to look for a camera or negotiate with a designer, you do not need to spend additional money, you just write initially two options for ads and compare their attractiveness. Time passes, one text turns out to be better than the other, it remains, the second is deleted and a new one is created – and now you already have a permanent, virtually free update generator that can save your advertising budget (by reducing the cost per click).

It would seem that such a valuable opportunity is actually for nothing … But judging by all the same audits, either not everyone knows about it or does not understand this value.

Lack of ad extensions

Any normal fox from a fairy tale will try to put a tail, even if it was only allowed to warm its paws. And if Google Adwords gives you free tools that will make your ad bigger, more noticeable, more informative, and even in response will not ask you about a weekly mailing …

Now compare the two ads:

Modesty is definitely a great quality. Outside advertising. It’s one thing if your position in a particular search engine is too low, or Google’s mysterious algorithms decide to display your ad without extensions. But if you didn’t even create them – who is to blame?

Anecdote on the topic:

One man dreamed of winning the lottery. Every day he came to the temple, kneeled down and asked God:

– Lord, help me win the lottery!

A month passed, the second … Once a man, as usual, came to the temple, knelt down and began to pray:

– Lord, let me win the lottery! Others are winning. What does it cost you ?!

Suddenly the voice of the Almighty was heard over his head:

– But finally, buy a lottery ticket!

Lack of data-based breakdown by city, device, time of display of advertising campaigns

Just a few days ago, an infographic was released: on average, the cost of a click in Kiev is 1.3-1.5 times higher than in other cities of Ukraine. If you have a general campaign, without a dedicated Kiev (which often generates half of the revenue), then your statistics on positions, CPC and impressions are the average temperature for the hospital, including the infectious diseases department and the morgue.

No kidding, this is a very common situation when your average position is 3 or higher, and in Kiev you are somewhere below, or even do not get to the first page at all. Let me remind you that in a region that can bring up to half of the income of an online store. It would be better controlled, right? And here automatic location adjustments will not always cope.

Or, for example, you sell pizza, working hours are from 10 to 23, but the ad continues to run all night. Question: for whom? Pizza is one of those products that google in order to order “right now”, few people choose it in advance. But the night owls are looking and clicking. Someone may even, through inattention, leave an order or ring you at the phone number indicated in the header of the site. And then resent.

Or, you have a website that renders badly on mobile devices. Or not displayed at all. But you continue to collect traffic from them and receive a stable 100% bounce rate on this channel. All these mistakes, unfortunately, are quite typical. The lack of a breakdown does not always take on such vivid forms, more often small opportunities are simply missed: save a budget on time, places, devices that work worse, make special offers, indicate more accurate addresses and phone numbers, group separately highly profitable regions and those of which are not so many orders … If desired, the “breakdown” has many interesting and useful uses.

Lack of a properly configured display network (cross targeting, own categories of interests) animated banners, HTML5 banners, lightboxes

It seems that everyone already knows about search advertising. Even a business test from Oschadbank asked about her, and soon they will write something about her in the textbooks on marketing for economic universities, not all the students will tell about newspapers, radio and television. Advertising on the Display Network has not yet achieved such fame.

There are two popular questions about her:

“Is this where the scary bellies jump and offer to enlarge a member?”
“Is it that once you google about fishing and advertising for a fishing store will haunt you all your life?”

The answer to the first is no. Shock content and scarecrows are prohibited by AdWords rules, and advertising for adults is limited. These rules are generally very strict about what is allowed and what is not. If you want, read it yourself:

The answer to the second is, in part, yes. This “harassment” is called remarketing. But this is far from the only function of the CCM.

In fact, Google offers such a variety of tools for this network that it can make your eyes run wild. Not only static or animated banners are available here, but also lightboxes (a banner that unfolds into a huge picture or video on hover), dynamically generated banners (which can show the user the products that he has viewed in the store), and the same videos. which may not be shown on YouTube, but in built-in players all over the network.

When it comes to targeting, you can go wild too: 8 completely different types of targeting, Karl! Which can also be mixed with each other and with any standard settings. To the extent that you can show your video to people who have recently typed in some kind of search query, such as “tennis rackets”.

At the same time, the cost per click can be lower by the same 1.5 times, depending on the topic. And there are no “impressions on the second page”, the display is counted in the KMS only if the ad is directly displayed in the visible area of ​​the user’s screen.

Neglecting YouTube Ads

It must be admitted that competition in our market is quite moderate. It is enough to look back with horror at old Europe, where throats are gnawing for 1-2 percent of return on investment and to understand that Ukraine is still getting old and old before that. In advertising the same thing: it’s funny to say that you are sitting on YouTube with a Ukrainian IP – 1-2 advertisements of several, mostly the same advertisers are shown, some video ad blocks are completely empty and skipped. You switch to a VPN from some germany, and so many videos are poured on you there that I am almost glad to see two identical ones in a row. Our and their prices are heaven and earth, just imagine the target video viewing for 26 kopecks! By the way, not only we, advertisers, know about this, any Russian-speaking blogger envies his foreign colleagues, who earn 10 times more from each pre-roll or embedded video.

perspectives and ridiculous competition are powerless against this conservatism and caution. Or is it not?

Lack of dynamic remarketing for online stores

It would seem that if an online store is taken up for advertising, especially a large one, over which Rozetka, OLX and Hotline are threateningly looming, then it must fight desperately for its customers. And using the very best advertising technologies. And setting up dynamic remarketing so that customers are shown ads for exactly those products that they viewed is a sacred duty.

But no. Either they don’t know enough about it, or it seems too complicated to set up, or they don’t want to mess with programmers once again, and as a result, dynamic remarketing often remains forgotten, postponed for an indefinite time. While Rosette and Prom.yua push it to users from every slot.

Lack of understanding of the sales funnel

“Each stage of the sales funnel requires its own methods and tools” – all marketers and businessmen know by heart. Nevertheless, when you have to implement this principle in detail, in the same contextual advertising, its understanding is blurred. The question arises: what exactly to do? Which tools should you choose?

The time to explain the entire scheme to an agency or a freelancer is usually sorely lacking, especially at the initial setup stage, when dozens of technical issues have to be solved without it. And in order to throw a prepared file at a contractor, this file must be prepared together with the contractor. As a result, it’s easier to score. At least it seems so.

Every day there are more and more cases in which the key factor of success is no longer creativity and creativity, but technicality, factors calculated to the smallest detail that affect the likelihood of a purchase, highly selected audiences and advertising messages calculated before the letter. And the stage at which a potential client is located is one of the basic factors affecting his perception and determining what kind of advertising message can attract him.

No Ads on Gmail

For some reason, the CCM is usually considered as a whole. And this means that advertising settings often look like shooting sparrows from a cannon: the main characteristics of the audience, and the rest will follow.

The characteristics of the target audience, of course, are an important parameter, it should be cared for, cherished and in every possible way specified. But advertising for AdWords and similar systems is not in vain called contextual – it would be nice if it also always matches the context.

Compare how different the user’s attitude to the advertising message will be when he:

Reads articles on the Internet about how the Bla-1 oven differs from the Bla-2 oven
Posts cats on a social network
Watching news on YouTube
Looks through mail waiting for an important letter

Meeting the user in the right place with the right message is also an art.

The last point is fraught with both dangers and opportunities. Why? If a person has already entered the mail and is looking for something there, then he will have to read the senders and the subject lines of the letters, which means he will be more attentive to your advertising message. But ad previews for Gmail are very email-like, with only colors and minor design elements that make them more likely to be read. If you can compose an interesting offer and the user clicks, then a large banner filled with images, videos and text will be waiting for him – depending on what exactly and how you add. Tempting, isn’t it?

In addition to the obvious, after the blocking of Yandex and Mail.Ru, Gmail rapidly began to gain popularity, many were simply forced to switch either to it or to

Lack of experiments that provide a visual understanding of the test of any hypothesis

Recently it turned out that not all Internet advertising professionals decide to use experiments in their work. What is really there, someone does not conduct experiments with the usual means, and only if we are talking about a special setting.

In fact, everything is not so scary. Google AdWords experiments are almost manna from heaven for anyone looking for a reliable way to test their hypotheses. They allow you to carry out the very clean tests when you change only one or two parameters and check in real time whether this change brought you income or, on the contrary, spoiled the situation. And no more “quality” and “rough” ratings are needed – clear and understandable numbers in your account will tell everything.

The belief that advertising ONLY sells

Returning to the very beginning, I repeat: advertising is not the whole sales system, but only a part of it. Advertising is classic and does not sell anything at all – when there were only TV, radio and newspapers, the question “how to calculate the return on investment in advertising” hung around the neck of every entrepreneur. She did anything: build awareness, create a positive image – but other tools were already selling the product.

Sometimes advertising is really problematic – when it doesn’t bring in people or leads the wrong people. But not less often, other parts of the sales system become the main problem. Convenience and beauty of sites, quality of service for managers, terms of interaction – all this requires the same constant attention and optimization as advertising. Otherwise, you can set up an excellent advertising campaign, but remain without sales, because users got confused in the registration form or did not receive a callback.