Ads Just Lead Horses To Water
Ads don’t drive revenue. Ads drive traffic.
This is an important distinction to understand for anyone looking to launch a digital media campaign. Your ad creative can be insanely creative, wildly compelling and perfectly targeted, but all it is doing, at the end of the day, is sending a warm lead to your website.
The onus is still on your website to convert that lead into a sale. If the website does not convey the right information or offer a clear path to purchase, the user will leave.
As we like to say around the office, “you can lead a horse to water, but if the water tastes like shit, you can’t expect him to drink.”