How to optimize your digital ad campaign
Planning a prosperous digital ad campaign is a challenge. Marketing smarter implies forming the best content that will excite your audience. Advertising can be an expensive and high-stakes venture. Exceptional ads promote your brand, garner your audience’s interest in your products, and create revenue. So, how to optimize your digital ad in order to get the wanted results?
To outperform your competitors, you are required to keep optimizing your digital ad campaigns and make sure you are making the most of your digital advertising budget. Not using up-to-the-mark ads not only disappoint to fulfill your investment, but they can also cause your brand irreversible harm.
Ad testing is easily defined as the process of vetting your digital ad concepts with a representative sample of your target market. You can test a comprehensive ad or even portions of your ad to make sure you get the most of your advertising budget.
Why do you need to test ads?
An ad’s content and creativity have the potential to influence profits for up to four times more than media placement alone, as observed in research conducted by AdMap. All campaigns begin with just a few ideas. But with 65% of these campaigns disappointing due to creative concerns. You need to know how well your ideas work or not.
Ad testing can help make sure your advertisement resonates with your target audience, leading to better conversion rates for your brand. A tried and tested ad boosts the positive associations that comes with it. Constant pre-testing increases an ad’s effectiveness by at least 20%, according to Millward Brown. Pre-testing ad concepts can help you ensure your campaigns start on the right note and avoid harmful pitfalls.
How to optimize your digital ad campaign?
Essentially, it’s important that before you start testing, you identify the factors which affect an ad campaign’s success or failure.
First things first: Digital advertising Metrics and KPIs do not have a rule of thumb. A plethora of assessment metrics are practiced by marketing teams to map and trace the performance of their respective digital ad campaigns. But a strong marketing campaign can be circumscribed by more than one type of conversion metric. To be certain, there are hundreds of numbers, statistics, and analytical combinations for the results. As a marketer, you could track and provide insights into your marketing efforts and customer behavior, and not every metric is relevant to your marketing plan.
To test your digital ad’s performance, you first need to set a clear picture of the kind of success you are looking to churn out of your campaign. Here are our top picks for metrics to keep in mind that translates to a successful digital advertising campaign:
1. Web traffic sources
The Web Traffic Sources Metric is a tool that measures which traffic sources are driving visitors. The most prominent hurdle with digital traffic, in specific, is the difficulty in tracking down the source. Inbound links within social networks that send you visitors can be linked back to examine. A variety of traffic sources minimizes the risk of your website being annihilated if your main traffic source dries up. Hence, you’ll want to establish processes to monitor this.
2. Brand awareness
The Brand Awareness Metric helps to track down how a brand is performing on social network searches. This metric is intended for a digital marketer seeming to apprehend any changes to online brand awareness with time. For a digital marketer, tracking brand awareness online is the foremost task in running a social media campaign. The number of posts while comparing it to the increment in followers over time also helps marketers track the quirkiness of their social media efforts. This metric provides insight into how many times your brand is mentioned online.
3. Returning visitors
The Returning Visitor Metric helps to track down visitors who return to your website multiple times. This metric tracks down how effective you are at building and retaining an audience online. More prominently, necessary to exhibit the value of content marketing efforts. The only recorded drawback with returning visitors may either be that their device doesn’t accept cookies or they have deleted the cookies. Although, infrequent visitors (2nd or 3rd visit) do not show a lack of loyalty. Hence, it is evident to interpret the data based on the nature of your business.
4. Lead conversion rates
The Lead Conversion Rate Metric helps you understand and observe how efficient your digital campaigns are in prompting leads to accomplish conversion goals and move through to the end of the marketing funnel. Observing the funnel conversion rates gives you valuable insight into the efficiency of your digital ad campaign while simultaneously tracking the visitors’ volume at each step of the marketing funnel.
5. Click conversion rates
The Click Conversion Rate Metric registers how enticing and compelling your digital ad is to genuine users. While keywords register where your page is located on a search engine and how much of a right-fit it is, a search engine determines that particular page. Visitors that click on page result/Visitors that view the page result tracking can also determine the ad of your digital campaign.
Tracking the aforementioned digital marketing metrics gives you a real-time view of your digital ad campaigns’ performance.
On the closing lines
Testing is a key aspect when it comes down to how to optimize your digital ad campaign. You can further hone your ad concepts by iterating them through multiple rounds of testing such as A/B testing and tweaking them in response to what your applied metrics recommend. Now that you have familiarized yourself with the various metrics of testing your ad campaigns, you can ensure you’re optimizing your campaign to drive valuable insight by asking the right questions to the right people in the right context. The key takeaway is to examine just one element at a time so you can isolate your variables for conclusive results.
Now that you’re ready to design an impactful digital advertising campaign, we’re ready to help at NANOS AI.