What’s an example of a campaign that fell short of its target goal?

1. An email remarketing campaign with an expected lift in brand awareness of 5% and an actual lift in brand awareness of 12%
2. A video campaign with an expected brand favorability lift of 5% and an actual brand favorability lift of 5%.
3. A display campaign with an expected brand awareness lift of 10% and an actual brand awareness lift of 20%.
4. A search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.

Correct Answer:

• A search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.

An example of a campaign that didn’t meet its target is a search campaign with a projected increase in Return On Ad Spend (ROAS) of $50.12 but only managed to yield $10. This shortfall in achieving the target indicates a deviation from the set Key Performance Indicators (KPIs).

This underperformance could be a result of various factors such as incorrect audience targeting, substandard ad copy, insufficient budget, or high competition with other more effective campaigns. It’s crucial to critically examine these factors to identify the cause of the shortcoming, as this will help improve the effectiveness of future campaigns.