Warum performen viele Kampagnen trotz hohem Budget nicht?

Budget verstärkt, was bereits da ist, es repariert nichts. Eine Kampagne, bei der Creative, Zielgruppe und Landingpage nicht zusammenpassen, läuft mit mehr Budget einfach lauter gegen dieselbe Wand. Ein häufiger Fehler ist, wenn diese drei Dinge nicht als Einheit betrachtet werden: Die Anzeige wird von einer Person gebaut, die Landingpage von einer anderen und das Budget wird erhöht, wenn die Zahlen nicht stimmen, statt an der eigentlichen Ursache zu arbeiten.

Wie entscheidet man, welcher Kanal für eine Kampagne der richtige ist?

Der Kanal ergibt sich aus der Zielgruppe, nicht umgekehrt. Die entscheidende Frage ist nicht, auf welchen Plattformen man präsent sein will, sondern wo die Zielgruppe steht und was sie in diesem Moment braucht. Jemand, der aktiv nach einer Lösung sucht, wird anders erreicht als jemand, bei dem das Interesse erst geweckt werden muss. Wer diese Unterschiede nicht abbildet, kann technisch alles richtig machen und trotzdem an der Zielgruppe vorbeigehen.

Was hat sich in den letzten Jahren im Social Advertising am stärksten verändert?

Die Kontrolle über die Ausspielung hat sich grundlegend verschoben. Früher konnte man Zielgruppen sehr granular definieren und genau steuern, wer eine Anzeige sieht. Heute übernehmen die Plattformen diese Entscheidung zunehmend selbst: Algorithmen bestimmen, wem eine Anzeige ausgespielt wird und klassisches Targeting verliert an Gewicht. Was das bedeutet: Der Inhalt der Anzeige wird zum wichtigsten Steuerungsinstrument. Nicht mehr die Zielgruppendefinition entscheidet, wen man erreicht, sondern das Creative selbst.

Johanna Luding

Advertising & Content Manager

Johanna Luding designs and manages paid campaigns across social and search channels and is responsible for the creative assets and landing pages that support these campaigns. Her focus: cross-channel campaign management and target-audience-specific content to ensure a seamless customer journey from initial contact to purchase completion.

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Johanna Luding's Areas of Expertise

At the intersection of cross-channel advertising campaigns, target audience insights, and content creation for an optimized customer journey.

Multichannel Advertising

A target audience rarely stays in just one place. Johanna designs and manages paid campaigns where the relevant people are actually active, with a focus on social advertising and, increasingly, search advertising. The synergy between these channels results in a campaign structure that reaches potential customers at every stage of their customer journey.

Content for Better Campaign Performance

A campaign only reaches its full potential when the ad and the landing page work together seamlessly. Johanna is responsible for the creative assets for the paid channels and the content of the landing pages they lead to, tailored to the platform’s logic, the campaign’s goal, and the funnel stage.

An Understanding of the Industry as a Foundation

What works in one industry may fall flat in another. That’s why Johanna starts by understanding the target audience before every campaign: how they make decisions, what motivates them, and what message will prompt them to take the next step. This leads to the right mix of channels, formats, and messaging to achieve the desired impact.

About Johanna Luding

Campaign optimization, Meta Ads, platform-specific ad formats, creative strategy, content creation

Good campaigns aren't created by being present on as many channels as possible, but by understanding where and how your target audience makes decisions.
Johanna Luding

3 Questions for Johanna Luding

Why do many campaigns fail to deliver results despite having a large budget?

Increasing the budget just amplifies what’s already there; it doesn’t fix anything. A campaign where the creative, target audience, and landing page don’t align will simply crash into the same wall even louder if you throw more money at it. A common mistake is failing to treat these three elements as a single unit: the ad is created by one person, the landing page by another, and the budget is increased when the numbers aren’t right, instead of addressing the actual root cause.

How do you decide which channel is right for a campaign?

The channel is determined by the target audience, not the other way around. The key question isn’t which platforms you want to be on, but where your target audience is and what they need at that moment. You reach someone who is actively looking for a solution differently than someone whose interest has yet to be piqued. If you don’t account for these differences, you can do everything right from a technical standpoint and still miss the mark with your target audience.

What has changed the most in social advertising in recent years?

Control over ad delivery has shifted fundamentally. In the past, it was possible to define target audiences in great detail and precisely control who saw an ad. Today, platforms are increasingly making these decisions on their own: algorithms determine who an ad is shown to, and traditional targeting is losing its importance. What this means is that the ad’s content has become the most important control mechanism. It is no longer the target audience definition that determines who is reached, but the creative itself.

Magazine Articles by Johanna Luding

Multichannel Advertising

When someone buys a product or books a service, it’s extremely rare for them to have had just a single touchpoint with a brand. It might start with a video that pops up while they’re scrolling through their feed. Days later, they might do a Google search, followed by another interaction via a retargeting ad, and finally, they place an order. This sequence plays out in countless variations, across different devices, platforms, and time frames.

Multichannel advertising turns this reality into a strategy. Companies that coordinate their advertising channels guide potential buyers through the entire decision-making process, rather than focusing on a single moment. This article explains how such a strategy is structured, where the challenges lie, and what factors should guide a sensible choice of channels.

Improve Meta Ads Performance

Are your Meta campaigns not delivering the expected results? Costs are rising while conversions are falling, or your ads are suddenly barely being shown. Performance issues with Meta Ads usually have specific, fixable causes. The key is to take a structured approach and focus your optimization efforts on the right areas. In this article, we’ll show you the seven most common pitfalls and how to overcome them.

Creative diversity in meta advertising: success strategies for better campaign performance

Meta Ads campaigns now fail less often due to incorrect targeting than due to monotonous advertising media. Whereas advertisers used to spend hours fine-tuning the perfect target group definition, it is now the diversity of their creatives that determines success or failure. This shift is no coincidence: Meta's Andromeda system has fundamentally redefined the rules of the game. The system no longer personalizes advertising primarily via demographic characteristics, but via behaviour-based signals. Your creatives themselves become a targeting tool. Meta continuously learns which advertising material has the strongest effect on which person. The prerequisite: you provide the system with enough different options. In this article, you can find out how you can best use this for your campaigns and what points should be taken into account.

Meta Ads Sitelinks: Better performance for your campaign

More clicks, higher conversion rates and more satisfied users: Meta Ads Sitelinks add additional, clickable destinations to your mobile Facebook ads. Instead of just going to a landing page, potential customers are offered several relevant options directly in the ad. This shortens the customer journey, increases the click surface and significantly improves the user experience. Sitelinks are therefore a valuable tool for getting the most out of your meta ads campaigns. In this article, you can find out exactly how to set them up, what optimization options are available and how you can use them to sustainably increase the performance of your campaigns.