Measuring advertising effectiveness is vital for determining the performance of the campaign. The ad must evoke the desired reaction from the target audience, such as more website traffic, increased sales, higher social media engagement, more leads, referrals, etc.
These actions from the consumers generate a return on investment, which decides the profitability of the promotional activity. If a significant amount is spent on the campaign and the ROI is much less, it must be discontinued to avoid wasting capital.
The performance measurement of the advertisements also aids in identifying the weak points in the campaign. The marketer can tweak the content and use retargeting to send a clear message. The data collected after the campaign goes live brings a plethora of evidence about customer behaviour, the advertisement’s success, the campaign’s effectiveness and more.
Thus, it is essential to evaluate the reach of the advertisement, its impact on the buyers, scope of improvement, best media channels, and ROI. Here are the key tactics that SEO experts in Gold Coast employ to measure advertising effectiveness.
Before the digital marketing campaigns are developed, the marketer should set SMART (specific, measurable, attainable, realistic and timely) goals. These help the business owner achieve what is desired for the entity’s growth. Also, measuring advertising effectiveness becomes possible when clearly defined goals exist.
For example, an ideal advertising goal should be to get 1000 more visitors to the business website in the next two months. Thus, it must be quantifiable and should have a timeframe. So, setting goals gives a direction to the marketing team to work towards the goals and have their KPIs aligned to the targets.
It makes the team accountable and keeps their motivation levels high because the managers also measure their performance. The productivity of the department increases, and the creative juices keep flowing.
Most digital advertising campaigns are about getting more visitors to the website. Thus, measuring website traffic after the campaign goes live is vital. If the short-term goal is increasing social media engagement, the long-term goal would still be higher site views.
The marketers usually create ads that take the customers to landing pages on the website where they can act. Thus, these pages must be optimised and have rich content that offers an immersive experience and aids in conversions.
Analysing the traffic source will inform you about the campaign’s success. Also, if users are coming back to the site, it means that your content is valuable and is generating interest. Check the bounce rate, page views and time spent on each page to understand their behaviour.
The marketer should estimate the number of potential customers who will be viewing the advertisement. Thus, they need to have a clear picture of the target audience and must have developed the buyer’s persona to target them effectively. The campaign should be created keeping their needs and desires in mind and must be able to persuade them to purchase.
So, after the campaign goes live, you need to check all the digital platforms where it was published to know how many impressions and click-through rates it received. Identify how many of them purchased after viewing the ad. Compare the numbers with other campaigns in the past and determine the success of the present campaign.
While examining the data, you need to check the number of times the buyers viewed the ad before clicking on it or deciding to buy. It will help you to identify the frequency with which you need to showcase your ad to the target audience to enhance conversions.
It is also significant to identify the proper channels that can be utilised to cater the messages to the customers. The most consumed media by the customers and the source of website traffic is where you need to advertise with appropriate frequency.
Other channels are crucial because you must consistently present the information and retarget the buyers when required. Thus, it would help if you carefully chose the media mix and the frequency of the ads using the data collected for analysis.
While the marketer is evaluating the campaign’s success, they will come across issues hindering conversions or click-through rates. It could be the content on the landing page, the advertisement’s attractiveness, the ad’s frequency, the presence of consumers on the medium, etc. They need to identify the cause of the low conversions and adjust the campaign to get the desired results.
Use the right media mix while following the omnichannel marketing approach and prepare the ads accordingly. The campaign should impact the audience and evoke a reaction that will make them buy the products, join the mailing list or fill out the form.
The performance of the advertisements can be measured through the ROI when the goal is to increase sales. However, if the goal is to increase awareness or engagement through the digital marketing techniques used by SEO consultants in Gold Coast, you need to measure the level of awareness.
It is easy to calculate ROI with the help of various metrics including click-through-rate, cost-per-click, cost-per-lead and cost-per-acquisition. However, when it comes to measuring awareness, the process becomes complex. It can be evaluated by checking the increase in site traffic, followers on social media, referral traffic, rise in the number of backlinks that your site gained organically, conversations on social media, brand advocacy, etc.
Awareness can also be gauged through surveys to check the recall value and the social mentions of the brand made by the target audience, frequency of revisiting the website, responding to messages, etc.
The effectiveness of the advertising campaign can be measured through a variety of metrics. However, the marketer should have clearly defined goals and past measurements ready to compare and assess the performance. Armed with this information and the tactics mentioned above can help evaluate the success of the ads without any challenges.