Campaign performance metrics help track the alignment of a digital marketing campaign with its goal. You can determine the suitable marketing metrics when you have a defined campaign goal. When you have all the campaign information in place, it becomes easier to optimize marketing budgets by identifying the best-performing creatives.
Here are five steps to improve your campaign performance with digital promotions.
Define your target audience
Defining the target audience is the first step to creating a successful marketing campaign. Once you know who your target audience is, then you can tailor your ads to relate to them directly. If you’re already running a campaign and it is not doing great, try reviewing the creatives to see if they are relevant to your audience. To determine your audience, consider their demographics, interest, challenges and possible concerns.
Determine the right channel for your campaign
Once you have a defined target audience, the next step is to determine the suitable channels that will get you maximum engagement on your ad campaign. Digital marketing ad placement channels can be social media ads, search ads, display ads and ads on search partners. Each channel has its own set of pros and cons and you need to determine which one works best for you.
Review the copy, thumbnails, visuals and titles of the campaign touchpoints
When you have your audience and channel right, it is time to focus on the actual content. Review the customer journey when they engage with your campaign and identify the areas for improvement. You can use insights from buyer persona and profiling and audience targeting criteria to improve the touchpoints of the campaign. Review the touchpoints and performance metrics to figure out the drop-off points.
Set up A/B testing for the campaign optimization process
This step helps you determine if the changes you’ve made till now are resulting in improved performance. A/B testing shows two different variants of a single campaign asset to site visitors randomly. After attaining enough data, you can analyze it and decide which variant is doing better toward the campaign goal. This test can help refine the performance of your campaign systematically and significantly by letting you apply tried-and-tested changes with sure success in your campaign. It is advisable to test one change at a time as it enables you to determine which change offers the desired results.
Measure campaign performance metrics and track success with reporting tools
Performance reporting is important as it lets you know how fruitful your effort has been. There are many reporting tools that help you streamline and present your reports to your marketing team, clients and stakeholders. These performance reports for various touchpoints can help justify the changes you are making to the ad campaign for greater success.
