As a dedicated digital marketer, you already know about the importance of advertising to promote your brand. Of course, you know that PR is still essential, as is list building, growth hacking, and marketing automation. However, you’re also aware that advertising is a great way to attract new business.

When it comes to crafting ads, though, it’s easy to make mistakes. Some marketers get careless with their promotional efforts and end up turning people away.

Here are 6 advertising mistakes that will lower your conversion rate.

  1. Misleading Ad Copy

There are many ways to bring about the demise of your own company. One of them is by overpromising and under-delivering.

If your ad copy is intended solely as click-bait and doesn’t follow through on the promise it delivers, you’re doing your company a disservice for two reasons. First, you’re going to pay for the click that almost certainly won’t result in bringing a new customer on board. Second, you’ll generate ill will when that customer sees that you’re promise in the ad was fake. If you offer that fake promise to enough people, then you’re likely going to earn a bad reputation very quickly.

Sure, your ad copy should grab the attention of people in your target market, but it shouldn’t lie to them or lead them to think something about your product or service that isn’t true. Be catchy, but not dishonest.

Remember: one of the best PR lessons you’ll ever learn is to under-promise and over-deliver.

  1. Focusing Exclusively on CTR

As a diligent marketer, you already know about the importance of your click-through rate (CTR). However, that’s not the most important metric when you measure the success (or lack thereof) of your advertising campaigns.

What determines success in advertising is your return on investment (ROI).

It won’t matter if your CTR is at 90% if 0% of those people who clicked on your ad converted into paying customers. You’ve just proven that you can get people to click on a link but not close the sale.

In fact, it’s much more likely that you could have a very low CTR and a great return on investment. That means that the people who click on your ad are very interested in your product or service based on the ad copy. You actually have a winner if that happens.

  1. Ignoring Split Testing

You may have been in Internet marketing for years. That’s great, but guess what? You still don’t have all the answers.

Nobody has all the answers in this discipline. Technology is evolving every day. People are adapting to those technological changes and marketers need to adapt with them.

That’s why A/B testing is so important. You might be totally confident about a particular ad copy but someone on your team has another idea. Why not split test the two copies and see which one converts better?

You might be surprised to see that your teammate’s copy is superior.

  1. Disregarding Social Media Display Ads

One of the most cost-effective ways to promote your brand is with the use of ads run on social media. Thankfully, many of the most popular social media platforms also allow you to run display ads.

A picture is worth a thousand words. Find a catchy image that promotes your brand and run it before your target market on one or more social media channels.

  1. Ignoring Mobile

Welcome to 2016. You ignore the mobile platform at your peril. That’s just as true when it comes to advertising as it is with the overall design of your website.

Mobile computing has just superseded desktop computing. As a result, your marketing budget should have money specifically allocated to mobile advertising. Of course, you’ll want to ensure that your website is responsive as well, otherwise it won’t matter if your ads look great on a mobile platform.

  1. Running the Same Ads Repeatedly

Variety is the spice of life. Never have those words been more appropriate than when applied to advertising.

When was the last time you saw a McDonald’s commercial that included the phrase: “You deserve a break today”? That slogan was popular with the company at one time, but it’s no longer the case. McDonald’s has moved on.

Your older ads might have converted well for a time, but now you need to get creative and start running a new set. You’ll likely attract some new business.

There are many mistakes that you can make in advertising. Fortunately, you can avoid some of those unforced errors with just a little study about what not to do when you produce ads.