I am a PPC veteran. This and a buck fifty might get me a cup of coffee. The online marketing and social media landscape changes so rapidly that you can be an expert in something in six months and a dinosaur in 10 seconds.
In an effort to promote my business as a marketing coach I am running a small test campaign LinkedIn Direct Ads geo-targeted to small business owners in my local area. This pool is very small (about 1000 LinkedIn members).
Clearly defining your goal before begin any marketing campaign is critical. I have two:
- Gain more readers for this blog
- Find additional clients for my coaching and consulting business
Four ad variations, four headlines and two images are being tested in this campaign. It has been up for about 24 hours and three of the four ad variations have about 250 impressions each- so far no clicks. I just added the fourth variation based on my results to date. At some point I will review my campaign and revise where needed. The method of review and revise for all types of marketing campaigns is a key element for success.
As I mentioned my CTR (click through rate) is currently zero. Here are some potential reasons why this is the case. Part of my review and revise methodology is to look at this list and determine what fits given all the factors involved.
Some possible reasons could be:
- My ads are not compelling enough to illicit the desired response
- My audience pool is too small
- LinkedIn is not the right advertising venue for my services
- The campaign has not had enough time for my audience to feel compelled to click through
- A combination of any of these reasons
- A multitude of other reasons
As a PPC veteran I am very aware that there are many reasons why a campaign might succeed or fail. Sometimes it is about trial and error. It helps when you have an experienced marketing professional who can coach you along the way. If you are the coach you had better take your own advice.
I’ll keep you posted…