If you’ve been advertising on Google, Facebook, YP℠.com, or any digital platform, you probably want to know how to make your ad campaigns more successful. The good news is the solution is right at your fingertips in the form of data and analytics. That doesn’t mean you need to check compulsively to see how your ads are doing at the expense of getting actual work done. In fact, analyzing data at three critical points in your digital ad campaign yields tremendous results—for present and future campaigns.
Let’s assume you’re not a newcomer to the digital ad realm. You have historical data showing how past campaigns performed, and most of your campaigns share at leastsomesimilarities. If all this is true, you can see what worked and what didn’t by reviewing your historical data.
Any data analysis begins by determining your goals—what you’re measuring—and your key performance indicators for those goals. “Whether it’s more visitors, more conversions, or a specific increased dollar amount in sales, listing these goals will help you measure the success of your campaigns and establish ROI benchmarks,”writes Jeff Biesman, vice president of customer acquisition and retention marketing at YP.
As you start your analysis, disregard any ads without similar objectives, since ready-to-buy consumers at the bottom of the funnel respond differently than prospects at the top of the funnel. Instead, look for patterns or trends in ads with similar objectives. Did campaigns perform better during certain times of day and days of the week, or for certain groups of people? Remember to target your ad campaign based onbehavior and interests, as well as demographics, for the best results.
Then, look at the styles of the most and least successful ads. Did a specific call to action or certain type of photo perform consistently better than others? This first-party data is critical to your success.
If you don’t have historical data because you’re new to digital advertising, it’s still important to set goals and do market research to determine where you’ll find your best customers.