- As a video campaign that had an expected brand favorability lift of 5% and an actual brand favorability lift of 5%.
- As an email remarketing campaign that had an expected lift in brand awareness of 5% and an actual lift in brand awareness of 12%
- As a search campaign that had an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.
- As a display campaign that had an expected brand awareness lift of 10% and an actual brand awareness lift of 20%.
The Correct Answer is: As a search campaign that had an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.
A campaign that falls short of its target goal is a campaign that does not achieve the expected results in terms of the set key performance indicators (KPIs). In the case of a search campaign, the KPI could be the return on ad spend (ROAS). If the expected ROAS is $50.12 and the actual ROAS is $10, then the campaign fell short of its target goal.
There are a number of reasons why a campaign might fall short of its target goal. Some of the most common reasons include:
- Incorrect targeting: The campaign may be targeting the wrong audience.
- Poor ad copy: The ad copy may not be persuasive or relevant to the target audience.
- Low budget: The campaign may not have enough budget to reach the target audience.
- Competition: The campaign may be competing with other campaigns that are more effective.
When a campaign falls short of its target goal, it is important to analyze the reasons why it underperformed. This information can be used to improve future campaigns.