26. Expecting the impossible
The final profit in any case depends on a combination of factors, and not just the effectiveness of advertising. If a company has rude managers, the quality of the product is poor, and competitors' offers are better in everything, no advertising will help. Here it is appropriate to quote the advertising genius William Bernbach: "A great advertising campaign will only accelerate the failure of a bad product!"
27. Over-reliance on trends
The desire to keep your finger on the pulse of modern trends is commendable, but there should also be a sense of proportion. Before dropping everything and rushing into the same TikTok, you first need to make sure that this advertising channel directly meets your needs.
28. Inconsistency
Some entrepreneurs prefer to experiment chaotically with different advertising contractors and platforms instead of developing and following a marketing strategy. In our opinion, it is more logical to more carefully select advertising contractors from the start in order to work with them over longer periods. A jumper advertiser will never get into the marketing Eldorado - too much money and time will be spent on starting over again each time.
29. Perception of the bid price as a panacea
On the one hand, we understand entrepreneurs who use the cost per lead as their main KPI. On the other hand, without control over all stages of the sales funnel, this approach can be misleading. First, it may turn out that an advertising channel with more expensive leads is ultimately much more profitable for you, because the clients who come from there whatsapp number philippines buy more often and more. Second, advertising through a channel with a higher cost per lead may remain profitable.
Case: without cutting off an expensive advertising channel, we achieved a better result. We received a large number of cheap requests for a car service from SEO — 128 calls per month at an average price of 143 rubles and 43 kopecks. The possibilities of organic traffic were exhausted for now. Contextual advertising (Google Ads + Yandex Direct) gave another 163 calls at an average price of 669 rubles and 86 kopecks. The average price of a request remained acceptable and profitable for the Customer. However, if we had made a mistake (cut off a more expensive advertising channel), the total number of requests would have been halved!
30. Search for the "magic pill"
As much as you would like to make your life easier and find a universal advertising approach for all occasions, it is impossible. Marketing requires hard work. Moreover, the more saturated the Russian market becomes, the more. "Magic pills" are only available in "infogypsy" courses.
31. Lack of clear KPIs
When a Customer contacts an agency, they need to formulate very clearly what key performance indicators they will use to evaluate the work of advertisers. This is necessary to avoid misunderstandings, resentments and discord. Unfortunately, in Russian small businesses miracles like this are still not uncommon: a company orders image advertising and then blames the agency for the lack of rapid growth in direct sales. Because they focused the agency on achieving long-term recognition, but in fact wanted sales "here and now".