When To Stop A Marketing Campaign
When running a marketing campaign, one of the best things you can do is monitor the results you are getting. After putting in time and resources, you expect to see your campaign achieve the goals you have set. Unfortunately, that is not always the case. If a campaign is struggling, sometimes it is best to let go, analyze, and start fresh. Here are some signs that it might be time to pull the plug on a marketing campaign.
One of the most obvious signs that your campaign is not thriving is low engagement. Sometimes, you can edit audience details or keywords to improve engagement. However, if you have optimized your campaign and you are still not seeing results, consider moving your money and resources to a different project.
Your Cost Is Exceeding Your ROI:
The goal of each campaign might be different, but you want to get your money’s worth from each one. If the cost is exceeding the value you are getting back, then it might be time to move on. Consider what goals you set and if you are reaching them. For example, if your goal was to reach a new target audience, and you are getting a lot of engagement from them, then your resources are well spent. If you are getting minimal engagement, it might be time to move on.
You Are Attracting The Wrong Audience:
If the majority of your audience is not your target audience, that is a sign that your campaign is probably not working to your advantage. It is normal for people outside of your target audience to see, or interact with, your campaigns. However, quality is more important than quantity.
You Are Sending The Wrong Message:
Sometimes, even with the best intentions, your message receives backlash. If this is the case, it is often best to call it quits and examine where you went wrong. Take some time to see what was ill-received, and how you can improve on your next campaign.
You Have Tried Fixing Your Campaign:
Maybe you have some tricks up your sleeve to help salvage a campaign that is underperforming. If that’s the case, great! If not, it might be time to take a hard look at what is going wrong, and why your usual tactics are not working.
What To Expect After A Failed Campaign:
When ending a campaign early, expect to have lower social media impressions, a decrease in traffic, and lower leads and acquisitions. Although it sounds scary, sometimes it is for the best. If you decided to pull the plug on a campaign, make sure you have a backup plan. Often, running another campaign shortly after your failed one can help boost you up to reach your goals.
Having to end a marketing campaign can be disheartening, but it can also be an excellent opportunity to improve your future campaigns. There is no clear indicator that you should end your campaign early, but use your best judgment to see where you are under-performing, and if it is worth continuing. Have you ever had to end a marketing campaign early? What tips helped you do better the next time?