Why Are Digital Ads Not Working Anymore?

It’s almost like a bygone era when an ad with a simple message like ‘Hamara Bajaj’ or ‘Utterly Butterly Delicious – Amul’ was enough to create a lifetime recall value.  

Click to 2023 – where digital ads seemed to be the go-to solution for every marketer to generate leads, stiff competition for customers in the digital ad space, coupled with inflationary pressures are driving up ad costs. This impacts your marketing spending and increases your customer acquisition cost. It’s no rocket science to keep your customer acquisition costs (CAC) low. Your marketing strategy won’t work well if you pay more to acquire a customer, and their lifetime value is low. 

But despite the odds, brands will continue to spend on ads, because you need to keep the lead funnel flowing. Case in point, Facebook Ads, which are one of the more popular advertising options and, despite 90% of marketers claiming to use Facebook Ads, there are still many who try and fail to generate positive conversion rate results.

If you’re looking for answers to why your digital ads are not helping your conversions, this 5-minute read would be worth your time. In this blog, we dive deep into the reasons behind the growing complexity of digital ad campaigns and understand how conversational AI solutions like Click to WhatsApp ads, can offer a promising avenue for businesses to monetize their ad campaigns effectively.

Read- What makes C2WA so relevant for businesses?

Need for Better Planning

Effective digital ad campaigns require a solid marketing strategy and well-defined business objectives. Unfortunately, several brands give in to competition pressure to accelerate lead gen and end up with a half-baked ad campaign strategy. This lack of a comprehensive plan or clarity can result in campaigns that fail to deliver meaningful results. 

By enabling a robust marketing strategy that aligns with your overarching business goals. This should involve defining target audiences, setting clear KPIs, and creating a roadmap for campaign execution.

Lack of Target Audience Understanding

Your target audience acts as a compass that helps in directing your ad campaign toward its intended goal. Marketing teams that fail to invest time in understanding their target audience will not be able to identify and understand their specific needs, preferences, and behaviors, leading to ineffective campaigns and wasted investments. Moreover, Inaccurate targeting may result in lower conversion rates, reduced customer engagement, and diminished brand loyalty.

Evolving Customer Expectations

Businesses need to quickly adapt to the constantly evolving technology and customer behaviors. Today’s customers need personalized experiences and they’re willing to call it out or switch to another brand that offers them that experience. People now expect brands to understand their preferences and provide tailored recommendations and interactions. To do this effectively, divide your audience into groups with similar characteristics. This helps you send more relevant messages.

Customers also want convenience. They want easy and smooth experiences across different channels and devices. They expect straightforward browsing, quick purchases, fast delivery, and easy customer service. To meet these expectations, invest in user-friendly websites, mobile optimization, easy checkouts, and responsive support. If your ad campaign fails to provide this full funnel experience, you may end up losing prospects even before they turn to customers. 

Ad Fatigue

According to multiple studies, the average person sees between 4,000 and 10,000 ads in a single day. The abundance of ads that we encounter daily, has led people to naturally tune out irrelevant or repetitive ads to protect their focus and well-being. Intrusive ads like pop-ups, auto-play videos, and ill-timed ads with hastily put landing pages can disrupt the user experience, further contributing to ad fatigue. Moreover, seeing the same ads too often can make people less responsive to them, especially if the ads lack creativity, value, or relevance.

To combat ad fatigue, marketers should create more relevant and personalized ads that match what customers are interested in. Improving the ad journey can also significantly improve the click-to-conversion ratio. 

Lack of Ad Content Quality

Bad-quality ads can significantly hamper your brand promotion. If your ad messages and design are completely opposite to what your brand stands for, your target audience won’t be able to relate to it and will simply ignore your ad. 

In fact, as per a recent study, ineffective ads can waste over 20% of the buying process. The same study also reveals that bad content in ad campaigns reduces the chance of a sale by 40%, as buyers avoid vendors with poor content, lowering the chance of choosing them by one-third. Surprisingly, less than half of digital content is found useful.

Hence, high-quality ads with relevant content and imagery can easily resonate with your target audience. Marketers also need to take into account the overall experience once the prospect clicks on the Call to Action button. Is the Landing Page messaging aligning with the ad? Does the page offer the desired user experience to aid conversion? Are you able to capture visitor information effectively? These crucial metrics can decide the efficacy of your ad campaign. 

Now, understanding the pitfalls of bad advertising is only half the job done, and brands may still find it difficult to address these challenges using traditional piecemeal approaches. So what’s the solution? How about making these ads conversational? Confused? Read on…

The Potential of Conversational Experience in Digital Ads

Conversational AI solutions have emerged as a game-changer in the digital advertising landscape. By leveraging AI, brands can engage with their audience in real time, provide personalized experiences, and drive conversions efficiently. By enabling AI within their ads, marketers can avoid the traditional ad landing pages and instead direct prospects to chatbots for an immersive conversational experience. Ads that Click to WhatsApp offers a complete suite for brands to conversationalist their ads and use the WhatsApp Business Solution as a segue to engage, and help customers in their buying decisions. Moreover, it’s practical to use a communication platform that commands a user base of over 2Bn, making it one of the best ways to reach your audience.

How Click to WhatsApp Ads can make your ads work effectively?

Improves strategy and planning

While Ads that Click to WhatsApp enable brands to promote direct communication with customers, interactions with them through WhatsApp can offer valuable insights into customer preferences, behavior, and decision-making processes, helping brands refine their marketing strategies and product offerings. By leveraging WhatsApp, brands can set clear campaign goals like:

• Increase brand awareness
• Generate leads
• Improve customer service
• All of the above

By effectively setting up KPIs and ad strategies, marketers can decide which points to improve and set up the agenda and content accordingly.

Clarity of Target Audience Understanding

From introducing prospective customers to your brand to encouraging a repeat purchase from an existing customer, Ads That Click to WhatsApp assists brands to engage with customers across the funnel. Marketers can also leverage Meta’s targeting features to direct ads to people at specific stages to help effective lead qualification increase the overall ROI of your ad spend.

By creating high-quality ads that induce a click, marketers can then direct prospects over to a WhatsApp chat to help customers learn about your product and its benefits through helpful, convenient conversations.

Exceed Customer Expectations

By directing prospects through ad campaigns on platforms like Instagram and Google, brands can control the conversational journey with the WhatsApp Business Solution. By analyzing conversations, brands can understand their customers’ preferences, interests, and requirements, brands can deliver more targeted and relevant messaging to cater to those specific customer expectations.

Moreover, the sheer usability of WhatsApp enables brands to send tailored product recommendations or a well-timed promotion. One-on-one chats are a chance to understand prospective customers and earn their trust on a platform they’re familiar with. 

As customers desire effortless browsing, streamlined purchasing processes, quick delivery, and friction-free customer service, brands can use the WhatsApp Business Solution to offer personalized experiences and exceed customer expectations.

Increase in Cost per Acquisition (CPA)

Click to WhatsApp ads provide a cost-effective means of engaging with potential customers. By directing users to a conversation rather than a landing page, businesses can reduce advertising costs while maintaining high conversion rates.

With the World Cup and the festive season approaching, brands and marketers have their work cut out to bring in quality leads and drive quick conversions. When you’re spending big on your digital ad campaigns, you need the ability to reach a wide range of customers and nurture those leads down the funnel effectively and efficiently. 

By using Conversational AI-powered solutions like Ads that Click on WhatsApp, brands have a powerful tool at their disposal to overcome campaign hurdles. By embracing the capabilities of conversational AI, businesses can not only navigate the complexities of digital advertising but also monetize their ad campaigns effectively, leading to increased ROI and customer satisfaction in the ever-evolving marketing landscape. To know how you can infuse personalization into your ad campaigns, click here.