- It might be described as an email remarketing campaign with an expected lift in brand awareness of 5% and an actual lift in brand awareness of 12%
- It might be described as a video campaign with an expected brand favorability lift of 5% and an actual brand favorability lift of 5%.
- It might be described as a search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.
- It might be described as a display campaign with an expected brand awareness lift of 10% and an actual brand awareness lift of 20%.
The Correct Answer is: It might be described as a search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.
If a campaign doesn’t reach its intended objective, it’s considered to have fallen short of its target goal. One way to illustrate this is by describing a search campaign that had an anticipated Return On Ad Spend (ROAS) of $50.12, but only achieved a $10 ROAS.
A campaign’s failure to meet its target goal can occur due to various factors, including misdirected targeting where the campaign reaches the wrong audience, ineffective ad copy that doesn’t resonate with the intended audience, an inadequate budget that restricts reach, or fierce competition from more successful campaigns.
Whenever a campaign underperforms, it’s vital to evaluate the reasons behind the shortfall. This understanding is key to enhancing the success of future campaigns.