People Ignoring Your Ads? This is How to Find the Problem and the Solution

Taufiqi Andreawan, Group Head of Digital Marketing, Indonesia.

Taufiqi Andreawan, Group Head of Digital Marketing, Indonesia.

Before reading this article, go ask yourself: How many ad you see today? Can you remember what ad you saw last time? You forget? That’s ok. How about this, do you remember how many times you clicked ads today? Could you remember which one you do more often: Clicking ad or Ignoring ad? I bet most of you ignore ad more often than click it. You don’t even bother to learn more about the product in those ads, or eventually make purchases from those ads. This is quite frustrating for advertisers since they’d been investing money to run the campaign.

This article will help both the advertiser and audience to achieve their goal. Advertisers surely want to reach as many audiences as possible while still considering how their audiences wanted the ad to be served. On the other side the audiences still can enjoy consuming contents without feeling interrupted by annoying ads.

Ok, let me give you an example. You are a travel agent who sells vacation packages including tickets to Bali, Indonesia. You started creating digital ads campaigns through GDN (Google Display Network) hoping to reach as many audiences as possible. You committed to invest $1000 into your account for a one month campaign. By the end of the campaign, you found out that no sales recorded. Trust me, there are lots of advertisers who suffer from the same condition. Question is why and how to solve it?

Based on my experience, finding problems in a digital campaign is similar to finding the reason why your lamp in your dining room is off. Investigation must be run in the right sequence. You should start to investigate the latest problem you are suffering from. In this case it is a low number of sales. Then backwardly investigating until the beginning of the problem where it all started. Still in the same case is ad performance.

Let’s divide your customer journey into two big parts of the business process: marketing and sales. Marketing activity starts since your ad reached audiences through content both paid and organic. Sales activity starts since you made contact with your leads/inquiries that you get from the ads, for example if a customer makes a call, text, email, or fills the form you provided at the website/ads. Let’s start investigating your Sales Activity

These are things to be evaluated on sales activity:

1. Response time

2. Personal approach

3. Promotional content

4. Payment convenience

If everything is ok and you think the problem is not in your sales activity, move backward to your marketing activity:

1. Impression (number of times ad shown)

2. Clicks (number of times ad clicked)

3. Leads (inquiries from the ad)

4. CTR (click through rate)

5. Other cause such as timing, ads targeting, audience behaviour, etc.

Now, if you have high impressions but low clicks, you should check on one metric that plays as the first gate before a prospective customer is converted to be the real customer: CTR (Click-Through Rate). If product/brand consideration and purchase/transaction are your main ad objective, then CTR is the first metric you must be highly concerned about.

CTR stands for Click-Through Rate. CTR describes how many clicks your ad gets compared to total impressions. This number tells you how effective your ad is to attract audience attention. The higher CTR the more attractive your ad is and the lower CTR means your ad is not quite good enough to grab audience attention. Good CTR number is quite varied depending on the industry, platform, placement, type of ads, etc.

Theoretically, if you want a good CTR you must pay attention on these things:

1. Simple but clear message

Remember, you are competing with thousands of ads. If you can answer my first question in this article, you would probably be able to picture the advertiser’s competition to grab audience attention. If you are planning to create text ads like SEM, consider to be straightforward to the point of the message you are trying to deliver. If you are creating a display or video ads, consider creating something strong enough to distract your audiences from what they are doing at the first second your audiences see your ads. This should be done before you even try to show them about your products.

2. Beautiful and clear POI (Point of Interest)

If we are talking about display ads campaigns, ads design will determine how far your ads performance will go. Beautiful design of course will be preferably seen by more audiences than the average design. But one thing you have to make sure is about the POI (Point of Interest). Don’t let the beauty disrupt your ads POI.

3. CTA (Call to Action)

One study says that adding CTA in the article increased the conversion by 83 percent  and boosted ecommerce conversion by 22 percent .  CTA is more like a hint for your audience what to do next after consuming your content. There are so many CTAs that are available such as: Learn More, Explore More, Subscribe, Get Quotes, Visit Website, etc. Pick one CTA that you want your audiences do after clicking your ads.

Besides all of those items, one last thing to examine is the ad placement. Pay attention to this factor. No matter how beautiful, engaging content, and strong CTA your ads have, if they are not properly placed, you only waste your budget.

According to several researches here are the most three reasons why people tend to ignore ads and most of those reasons related to where you choose your ad placement.

1. Ads are annoying/intrusive

2. Ads disrupt what audience doing

3. Security concerns

Yes, that might remind you of my early question. People tend to ignore ads if the ads placed at the inventory that might annoy your audiences. A site-take-over ad for example. Also when you read articles online you might find there’s publisher inventory that contains banner ads. This is a space that is often ignored by the readers. Commonly known as banner blindness, this could harm your ads performance as its click rates decreasing. Even though ads are served based on several audience targeting parameters, banner blindness is still haunting the advertisers. To avoid this try to do Native Advertising. In simple terms, native advertising would make your audiences feel like they read something organic, not an ad. You can read more about Native ads elsewhere. Good luck!

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