Digital banner ads are an excellent way to market a business, product or service. At least, they are when they work. Sadly, investing in pay per click advertising doesn’t always pay off in your favor. Just like an SEO campaign, there are no guarantees in this industry. But, instead of wallowing in self-pity, why not figure out what went wrong? Then, you can use your newfound knowledge to turn the investment around and make online ads work for your business.
How are you going to do that, you ask? It’s simple: just take a gander at the following. Here are the reasons no one is clicking on your ads.
They’re Annoying
In the past, ads used to be big, flashing signs that should have come with a seizure warning. And, some of them haven’t evolved much over the past decade. Customers hate these ads because they are distracting and annoying. Instead of adding to the experience, they get in the way and prevent them from completing their task. As a result, they ignore (or try to) as much as possible, and have zero inclination to click. Also, annoying ads lack subtlety. People don’t like a business pitch because it isn’t organic. As soon as they feel the advert become unnatural, they lose interest in the blink of an eye. Ads which aren’t annoying or distracting are the ones that seamlessly merge into the page.
They’re Too Subtle
But, don’t make the mistake of going the other way and people not even noticing they exist. After all, they are adverts, so they have to stand out from the crowd. The ones that struggle never get a look in because they don’t catch anyone’s eye. Even if someone does realize, the fact the ad is inconspicuous will set alarm bells ringing. Think of it as the Goldilocks syndrome: an ad has to be just right.
They’re Off Point
It’s amazing how many adverts don’t hit the brief. The reason is that the audience is all wrong in the first place. Why? It’s because sites don’t take their user data seriously, and instead market on a general basis. For example, just because you run a cooking site doesn’t mean that cookery book is relevant. It depends on what the site has to offer, and whether the advert is in the same category. If it’s all about vegan food and the book is about pasta, the impact isn’t going to be anything special. Therefore, it’s imperative that the adverts are on point to the majority of browsers. The good news is that the analytic software will come in handy as long as you understand how to interpret the information.
Not Mobile Optimized
The majority of online users don’t use desktops or even laptops anymore. Nowadays, it’s all about mobile or tablet browsing, which is the same thing regarding optimization. So, if your site isn’t ready for mobile users, they will bounce as soon as the land. Customers are a finicky bunch with high standards and won’t settle for anything less than the best. Plus, they know there are hundreds if not thousands of alternatives. Come on - why would they even consider clicking on your ad if the formatting isn’t right? Don’t forget that the format can also prevent your ad from being loaded in the first place. If the dimensions aren’t correct, the internet browser will just discard it for accessibility reasons. For those of you that don’t know what to do, check out more of our guides for additional info.
CTA Are All Wrong
CTA, by the way, stands for Calls to Action and it is the short sentence banner ads use to instruct the customer. For instance, ‘buy now’ is probably the most common call to action on the internet. However, the problem with this CTA is the simplicity – it’s too basic. Customers don’t respond to these kinds of instructions because they are boring and offer nothing. As such, they are less likely to click on your ad and see what you have to offer. But, a strong call to action has the opposite effect and can boost ad traffic by a significant amount. With that in mind, transform them into bold demands that increase value. For example, ‘click here now for your free trial’ hits all the spots. Not only is it clear and concise, but the free trial element will also peak their curiosity. If you haven’t already, you should take a look at the CTA and analyze whether they make an impact.
Faulty Platform
Pay per click usually revolves around one medium: Google Adwords. However, people also use other platforms like Facebook and Twitter ads. And, they all have their advantages which can help increase traffic to your banner ads. If you want to find out more, just click the link for more. But, just because they all have positives doesn’t mean they are all right for the site. Some of the pros are beneficial, yet the cons could put the entire plan in jeopardy. As the boss, it’s your responsibility to make sure that the platform is the most conducive to success. It may be Google Adwords or it may be Facebook, but you won’t know until you compare what they have to offer to the marketing plan.
Zero Value
One of the major mistakes an ad makes is to offer no value whatsoever. All it does is sit at the top of the page doing nothing. As a result, no one wants to click on it because they know it’s pointless. At best, they may stumble onto a something by accident, but customers haven’t got the time or inclination to take chances. They want to know what they are getting and how it will change their experience. Those that don’t ignore ads and others bounce from the website out of sheer frustration. If anyone is going to stop and click, it has to be worth their while. So, it’s important to think about their needs and how you can fill a gap. Any advert which does this will be successful, and that is a fact.
I hope you enjoyed this article about the real reason why nobody is clicking on your digital advertising.
Interested in more articles about digital marketing?
Read My Posts:
- Free Google AdWords Video Advertising Certification Guide
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Published by Michael J Schiemer
Owner of Bootstrap Business
Money - Marketing - Motivation
Digital Marketing | SEO | Social Media
Mike Schiemer Builds Better Business
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