If a campaign falls short of its target goal, how might it be described?
- It might be described as an email remarketing campaign with an expected lift in brand awareness of 5% and an actual lift in brand awareness of 12%
- It might be described as a video campaign with an expected brand favorability lift of 5% and an actual brand favorability lift of 5%.
- It might be described as a search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.
- It might be described as a display campaign with an expected brand awareness lift of 10% and an actual brand awareness lift of 20%.
Explanation:
The correct answer is **’It might be described as a search campaign with an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.’** When a campaign falls short of its target goal, it means that the actual performance did not meet the expected outcomes. In the context of the given example, the search campaign was expected to achieve an increase in return on ad spend (ROAS) of $50.12, but the actual ROAS achieved was only $10. This discrepancy between the expected and actual ROAS indicates that the campaign did not perform as well as anticipated. Describing the campaign in this manner highlights the gap between the expected and actual performance metrics, providing valuable insights into the effectiveness of the advertising efforts. It allows advertisers to identify areas for improvement, adjust their strategies, and make informed decisions to optimize future campaigns for better results. Therefore, the selected answer accurately reflects how a campaign might be described when it falls short of its target goal, emphasizing the discrepancy between the expected and actual performance in terms of return on ad spend.