🕵🏻‍♂️ Why your ads might not be performing: Is it the channel or you?

Don't fail to connect on a deeper level ⚠️                                                                                                                                                                                                                                                                                                                                                                                                                 August 20, 2024 | [Read Online]( [fb]( [fb]( [fb]( [fb](mailto:?subject=Post%20from%20Inceptly&body=%F0%9F%95%B5%F0%9F%8F%BB%E2%80%8D%E2%99%82%EF%B8%8F%20Why%20your%20ads%20might%20not%20be%20performing%3A%20Is%20it%20the%20channel%20or%20you%3F%3A%20Let%20your%20ads%20deliver%20the%20expected%20results%20%F0%9F%92%B0%0A%0Ahttps%3A%2F%2Finceptly-agency.beehiiv.com%2Fp%2Fads-might-not-performing-channel) In our world, it's not uncommon to hear statements like, "Meta Ads don't work for us," or "LinkedIn Ads are a waste of money." I've lost count of how many times brands, especially in the B2B space, have dismissed entire channels because their ads didn’t deliver the expected results. But here's the hard truth: most of the time, it’s not the channel that’s the problem—it’s you. Author: Holly Preston, Lead Copywriter Want to brainstorm with us on new ways to scale your business with YouTube Ads (and other performance video platforms)? Join us for a free YouTube ad brainstorming session here: [👉 Book a call]( What’s going wrong? When ads don’t perform as expected, it’s easy to point fingers at the platform. However, blaming the channel often overlooks the more likely culprits: poor creatives, weak copy, ineffective targeting, or a landing page that doesn’t convert. Before you abandon a platform, take a closer look at these six critical elements of your ads. 1) Ad creative: Tailor it to the platform Every platform has its own unique style and audience expectations. What works on TikTok isn’t necessarily going to fly on Meta (formerly Facebook). For example, [Salesforce]( excels at tailoring its creative to each platform. On TikTok, they use native, talking-head style videos that feel right at home in users' feeds, resulting in a top 5% clickthrough rate. [Salesforce’s TikTok ad]( Meanwhile, their Meta ads are more static and focus on a clear ROI, appealing directly to the more analytical mindset of Meta users. [Salesforce’s Meta ad]( The key takeaway? Don’t use a one-size-fits-all approach. Your ad creative needs to feel natural and engaging on the platform where it’s being displayed. 2) Copy: Speak the language of your audience Creative is crucial, but your ad copy is what truly drives results. If your message isn’t clear, compelling, or relevant to your audience, your ads will fall flat. A slight tweak in wording can significantly impact your return on ad spend (ROAS). The best copy resonates with your target audience, speaking their language and addressing their pain points. Not sure if your copy is hitting the mark? Consider hiring a professional copywriter who understands your audience and can craft a message that converts. 3) Forms: Keep them simple Imagine clicking on an ad, only to be met with a form that feels more like a tax return than a simple sign-up. If your forms are too long or complicated, you’re likely losing potential customers right at the finish line. Take a cue from [Artlist](, whose TikTok ads direct users to a clean, simple form that’s quick and easy to fill out—no one wants to spend 10 minutes on a form. [Artlist’s TikTok ad]( Also, don’t forget about your post-signup communication. Make sure your follow-up emails are welcoming and reinforce the value of what the customer signed up for. 4. Call to action (CTA): Make it irresistible Your CTA should do more than just tell people what to do next—it should compel them to take action. Consider if your offer is valuable and appealing to your target audience. For instance, [Liquid Death]( nails this with CTAs like “It sold out once, it will sell out again,” creating a sense of urgency and FOMO (fear of missing out). Your CTA needs to strike an emotional chord that motivates your audience to act now, not later. 5. Audience targeting: Are they even there? Before you spend money on ads, ensure that your ideal customer profile (ICP) is actually active on the platform. It might seem obvious, but it’s a step that’s often overlooked. For example, if you’re selling enterprise B2B software, Snapchat probably isn’t where your customers are hanging out. Make sure the platform aligns with where your audience spends their time. 6. Landing pages: Keep it consistent If your ad promises one thing and your landing page delivers something slightly different, you’ve lost the customer’s trust before you’ve even started. Consistency is key. If someone clicks on an ad for a black t-shirt, make sure the landing page showcases that exact black t-shirt—not a different color or style. The copy, CTA, and overall message should flow seamlessly from the ad to the landing page. The bottom line Before you decide that a particular channel just doesn’t work for your brand, take a hard look at these six aspects of your ad strategy. More often than not, it’s not the platform that’s the problem—it’s the execution. And one final tip: walk through the customer journey yourself. Many B2B companies are too focused on making things easy for sellers rather than buyers, which can create unnecessary friction in the purchasing process. By refining your approach and truly understanding your audience, you might just find that the channel you were ready to give up on can actually deliver the results you’re looking for. 🎯 Inceptly’s top picks: Essential reading you can't afford to skip [Read the whole article here]( Curious if brand search campaigns are really worth the investment? Bojan Bovan, an Account Manager at Inceptly, breaks down the debate and reveals when these campaigns are crucial—and when they might not be. Don’t miss out on his insights! Read [the full blog post]( now. [Read the full article here]( Ever wonder why viewers skip YouTube ads the second they can? Our Beth Preston has uncovered the secret to making ads that people actually want to watch. If you’re tired of seeing your ad engagement drop, it’s time to learn the top 10 strategies that will keep your audience glued to the screen. Ready to make your ads unskippable? Check out [the full blog post]( now! Agency Owners: Want Us To “Transplant” Our $200 Million YouTube Ad Creative & Media Buying Skillset, Directly into Your Agency - In Just 8 Weeks? Click below to find out more about the Bootcamp cohort and start transforming your business! [👉 Get started]( Holly Preston, Lead Copywriter Holly is behind most of Inceptly's successful creatives, supporting the team with her experience and imagination, making her an invaluable asset to Inceptly. 💌 Like this newsletter? Let's continue the conversation! Get in touch with us by responding to this email or tagging us on [LinkedIn]( or [Instagram]( and sharing your thoughts. Your feedback helps us keep our newsletter relevant and interesting. Enjoyed what you read? Don't keep it to yourself! Share this email with your friends and help us grow our community. Not a subscriber yet? [Click here]( and join our community for more insightful content straight to your inbox. - This newsletter is brought to you by - Inceptly: the performance video ad team behind $950M+ in direct response revenue Inceptly High-Performance YouTube Advertising Agency Inceptly builds YouTube ad creatives & manages over $5M/month in YouTube ad spend for companies like ClickFunnels, Descript, MindValley, Advanced Bionaturals, Organifi, and many more. [Find out more at Inceptly.com]( Are you spending over $1K/day on ads and looking to scale your business with YouTube ads? Schedule your free performance ad brainstorming call here: [👉 Book a call]( [ig]( [in]( Update your email preferences or unsubscribe [here]( © 2024 Inceptly 2407 Ward Road Sacramento, California 95827, United States [Terms of Service](