Using Timing and Accountability in Advertising

I was listening to a local sports talk radio show today while driving between client appointments. This show is probably the most well known and prominent show in the area for either AM or FM. That would mean that the advertising rates for these radio spots are probably the highest priced. Now, stay with me here. Late last week it was very pleasant here in Mid-Michigan, unseasonable, and in the high 60s, sunny. People were taking advantage of this, as I saw many golfers out on the local courses. In the tradition of Michigan weather — this changed quickly over the weekend. Today I brushed snow off my car, it was 31 degrees.

Back to my AM drivetime. I heard an ad for a local golf course advertising a special to play all day for $35. I looked around. The truck said 32 degrees, it was gray, nasty windy, and snowing. How valuable was that ad at that time? I thought about this.

Now, did the golf course place the ad right after the nice weather, anticipating it would last and an extended season? Did the golf course have the ad running last week during the nice weather? Does the course always place these ads for these specials this time of year?

You know what, it doesn’t matter. This ad reached me, and was highly mis-targeted. Yes, I am a male 25-39, I like sports, beer,etc. and I do like to golf. Good targeting. But the content of the ad inviting me to golf all day in this weather at that time was enough to make me shiver. Not at the thought of golfing in this type of weather that was more fit for deer hunting or football. But at that the thought that these was money spent on that ad spot. It was had an ROI of 0%. And even worse, that ROI WAS UN-TRACKABLE.

It made me glad that I work in an industry that has features in advertising such as:
A reaching customers looking for my clients’ products and services, not managing how my clients hunt and peck for their consumers.
The ability to change where an ad is placed, what is says, and who it speaks to within minutes.
I can specifically track the effectiveness of these ads, and my clients’ ad spend.

Now, I am not naive to believe that there can’t be shortcomings for search marketing. But, if you are managing your own AdWords or other search marketing campaign, be sure to use timing, a change in market conditions, and accountability in your advertising to your advantage. You’ll be glad you did, and should allow your approach shots (ads) to be much tighter to the pin (customers).

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