ESPN.com Ad Blunder
Once again how important are details? Or better stated, how important is it to pay attention to details? When trying to optimize digital marketing campaigns, I like to look at the whole funnel. Two points of interest are where traffic comes from and where it converts; it’s not just the lead for that matters when optimizing a conversion funnel.
The image to the right is an example of what happens when marketers do not pay attention to detail. The advertisement is promoting an outdated event. I am not trying to cast blame on one party (as both the marketer and ad network could be at fault), but still, this is a waste of valuable ad space that drives me nuts.
Remember with all of your media campaigns to focus on the entire conversion process. Pay attention to where the user ENTERS your funnel (like the display ad seen here). Monitor users as they MOVE through the process, and then optimize the end RESULT. Do this, and you can be sure that you’re always maximizing your media and supporting a holistic conversion funnel.
Michael Bowen is the Performance Analyst at Geary +PMG.
