03 Feb 2014

Don't Just "Set It & Forget It"

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Don't Just "Set It & Forget It" - Five Ways to Optimize Digital Advertising Campaigns

Online ad budgets are on the rise and projected to increase by 15% annually over the next two years. In fact, ZenithOptimedia predicts that in 2015 digital-media spending will surpass that of newspapers and magazines combined.

Source: http://www.zenithoptimedia.com/wp-content/uploads/2013/12/Adspend-forecasts-December-2013-executive-summary.pdf

Two key reasons marketers are turning to digital is because it’s flexible and measurable – critical benefits for brands seeking to effectively measure their campaign’s ROI. Digital advertising can work hard for your brand, as long as you commit to measurement and optimization. Here are 5 easy tips to ensure you’re getting the most out of your digital ad budget right now.

  1. Test! There are lots of ways to test your digital campaign. The more you test, the more you learn. Here are just a few examples of what you should test:
    • Media outlets and ad placements
    • Creative executions
    • Ad copy and calls to action
    • Landing page content
  2. Track everything. Ensure campaign variables are trackable and test them against one another.
  • Utilize UTM codes to track campaigns by name, media outlet, ad size or offer. Google has a great UTM builder. https://support.google.com/analytics/answer/1033867?hl=en
  • Set up conversion events in your web analytics. How do you want a visitor to engage with your site? A form submission, a coupon download, a sweepstakes entry? Conversion tracking ensures you can tie results directly to your campaign.
  • Review ad delivery reports in conjunction with your web analytics
  1. Observe. This might be hard, but practice some patience and don’t make any drastic changes in at least the first few weeks. Give your campaign time to take hold and develop some trends.
  2. Measure beyond the click. While total number of ad clicks and click through rates are an indication of campaign performance, you’ll need to dig deeper to understand if consumers are engaged with your message and ultimately converting.
  • Monitor landing page bounce rates
  • Check average time on site and number of pages viewed
  • Review the flow of how visitors are navigating your site
  • Evaluate your conversion rate
  1. Optimize. By now you should have a pretty clear idea of what’s working best (and maybe what’s not working at all). Put your learnings to work in order to get the most out of your campaign. As Peter Rinck always says, “Do more of what works and less of what doesn’t.”
  • Shift impressions and budget towards best performing media outlets, ad sizes, audiences
  • Deliver strongest performing ad creative more often
  • Refine landing pages to maximize visitor engagement
  • Track your optimizations and measure improvement

Campaign optimization is ultimately a commitment to keep testing and learning, and in the end is going to result in a serious return on investment. If you’re ready to bring your digital campaigns to the next level, our team of experts can help. Drop us a line.