Stay ahead of the competition! Take your ad campaigns to the next level with these OPTIMIZATION hacks! [Thursdays: FYO!]
With a lot of businesses investing in digital marketing, it’s no wonder that competition to capture consumers’ attention becomes more intense by the day.
According to Neil Patel, Chief Marketing Officer and Co-Founder of marketing agency NP Digital,
“Even if you invest in creating the best ad campaigns, you still have to put in a lot of work to get your ads to reach a wide audience and convert them into customers.”
Let’s talk about creating the best ad campaigns online.
When we say “best,” what we mean is creating ads that are effective, attention-grabbing, and compelling enough to make your target market act on your call-to-action (CTA).
If you’d like your marketing campaigns to have that effect on your prospects and customers, one of the things you can do is this:
Ad Campaign Optimization!
Ad campaign optimization refers to the steps you take to improve your ad campaign’s performance.
This strategy helps you maximize your brand’s network and profits by:
- Targeting the right audience.
- Creating personalized content and messaging.
- Using the appropriate marketing platforms and tools.
- Boosting your brand’s online visibility.
What are some of the things you can do to optimize your ad campaigns?
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Use multi-channel ad campaigns.
Today’s customers interact with brands across different platforms. So, if you want to increase the chances of prospects converting to your brand’s customers, you must create multi-channel campaigns.
[Multi-Channel Campaign: Ads that incorporate different distribution and promotional channels into a unified customer acquisition strategy.]
These ads enable you to reach a wider audience because a lot of consumers encounter your brand on different platforms.
Plus, if you execute these campaigns well, you’ll not only attract a lot of prospects to check out your brand’s offerings but you’ll also be able to stay ahead of the competition!
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Track your campaigns for additional insights and references for future ads.
As a business owner or marketer, you have to establish benchmarks and strategies to successfully optimize your ad campaigns.
… and by tracking relevant KPIs (key performance indicators), you get an idea about:
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Keyword Performance. You gain insight about whether or not your ad campaign’s keywords are driving traffic to your brand’s website.
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Types of content that your target market finds appealing. You identify which type of content drives engagement and boosts the number of prospects converting into customers.
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Audience behavior. You analyze your target market’s online activities and pinpoint which part of your campaign needs to be improved to capture online users’ attention.
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Channel attribution. You understand how each advertising channel helps drive traffic to your brand’s website or social media pages.
Keeping track of these metrics not only helps you successfully optimize your current ads. You may also use these data as reference so you’ll be able to make better campaigns in the future!
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Strategize based on your target market’s purchasing journey.
Effective marketing campaigns are not brand-centric. They are customer-centric.
This is one reason why as a business owner or marketer, you should create an ad strategy that aligns with your target market’s buying journey!
[Buying Journey: This refers to the steps or stages prospects go through before converting into customers.]
The buying journey consists of three stages:
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Awareness stage
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Consideration stage
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Decision stage
If you want to create optimized campaigns, you have to consider these stages so you’ll be able to come up with targeted and personalized ads and messages for your target market.
… and the more targeted and personalized your messages are, the more effective your ads will be. This may also lead to a higher customer conversion rate for your brand!
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Make multimedia-wise plans for your ad campaigns.
Social media plays a crucial role in the effectiveness of your marketing efforts.
When we say creating “multimedia-wise plans,” what we mean is you should not only settle for a single ad format but also consider trying other ad formats that are suitable for each social media platform where you’re advertising your brand.
For instance: You may create a campaign that includes a mix of ads, a landing page, YouTube video, etc.
As long as you manage these platforms properly, then awesome! Creating multimedia-wise plans will contribute to the success of your ad campaign.
Aside from that, a multimedia strategy helps increase your planning efficiency, which may result in a positive customer experience about your brand across different advertising channels!
WARNER BROS. STUDIOS
In 2015, film production company Warner Bros. Studios incorporated flexibility into their media planning to promote the American fantasy film, PAN.
By enlisting the services of marketing agency Marketing Evolution, Warner Bros. was able to collect BIG data from over 300 data sources and discover new insights into consumer trends.
These metrics enabled the film production company to improve its media and marketing plan by looking into different audience segments, consumer behaviors, and engagement patterns.
See how data can influence a brand’s decision making?
In this case, Warner Bros. identified the right strategies, channels, and messaging to deliver a successful advertising effort for the PAN movie!
These marketing efforts included social media marketing, influencer marketing, publishing press releases, creating different types of content for the film, and many more.
The results of these optimized ad campaigns?
Warner Bros. recorded an upside potential of 20% to 30% across films with an ad optimization approach!
[Upside Potential: This refers to the potential for an investment to increase in value.]
Additionally, the PAN movie recorded a 26% increase in its marketing ROI (return on investment) and a total of USD 36 million ticket sales during its first opening week.
This example from Warner Bros. and the PAN movie shows that ad campaign optimization helps a brand’s online marketing performance!
Let’s go back to the first point we mentioned in this article…
Today’s digital marketing environment is indeed becoming more and more competitive.
However, that doesn’t mean you have to stay on the sidelines.
You can stay ahead of your competitors and drive revenue-generating traffic to your brand with the help of ad campaign optimization!
When you follow the tips discussed above, you’ll be able to create, design, and execute effective ads that will attract, engage, and convert prospects into your brand’s loyal customers as well as boost your brand’s online presence!
Take note: Even if your ads are performing well, there’s still room for improvement just as there’s still room to increase your brand’s key performance metrics.
So…
Try giving this ad campaign strategy a shot!
About The Dynamic Marketing Communiqué’s
“Thursdays: FYO! Find You Optimization”
Why should you stop thinking SEO and start thinking FYO?
We’re not saying that you should abandon Search Engine Optimization (SEO).
Don’t get us wrong, of course, we know this is something very important, especially in today’s digital marketing age.
The internet landscape is vast, and a world of its own. You really need to distinguish yourself and make your brand/company/website known and easily searchable.
Better yet, get to the top of page one for Top Results on Google or any other search engine.
However, what is the purpose of SEO? It’s that customers Find You!
That’s what matters. So, while SEO is one factor of FYO… it really is only one, and we ought not to abandon all the myriad of ways digitally and offline for improving your FYO.
How can we look at this from a different and better perspective?
Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?
FYO! Find You Optimization!
You need your target audience to FIND YOU—your brand, product, service, or offer. This is SEO plus other tools that increase visibility online (and offline).
Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.
Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “ All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym).
Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.
Hope you’ve found this week’s insights interesting and helpful.
Stay tuned for next Thursday’s FYO!
Cheers,
Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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