Using Performance Data to Run Efficient Ad Campaigns
When running multiple ad campaigns, working quickly to assess customer interaction is crucial. However, data is often spread across different platforms making it harder to find and assess in a timely manner. Attributed to Samir El-Sabini. CEO & Co-founder at Juni.
To achieve an optimal Return On Ad Spend (ROAS) level, businesses need to know where to look and how to make the most of the available data to run efficient campaigns.
From relevant ads and channels to effective keywords and accessible landing pages, there are several ways to run ads more effectively using data
Keeping Your Ads Relevant
Successful advertising is all about reaching the right people with relevant content so they engage and purchase. This starts with focusing on customer data and nailing your target audience.
Putting in the time to test and learn what resonates with your audience will pay off in the long run, especially with ‘always on’ campaigns. Try splitting your ads by different audience groups to see if there are demographic preferences for products, copy or imagery.
And if there is something that isn’t working, scrap it and move forward with what’s relevant for different subsets of your target audience. The results may surprise you or you might even find an interesting demographic you weren’t aware of before.
Choose the Right Channels
There are several channels available but that doesn’t mean they will all work for you. Choose the right channels based on where your key audiences are and whether it’s the best fit for your brand.
Different channels also have different ROAS between them, both due to cost and demographics. Instead, trial platforms with a small budget first and calculate your Cost Per Conversion (CPC) for each platform before assessing whether it’s the right place to scale your spend.
Being Specific with Keywords
When running Google ads, the right keywords are crucial to having an effective strategy. Using data to inform your keyword choices can save money by targeting the right search terms.
Consider which words have poor performance in your search terms report. If you’re using broad-match keywords, it’s more likely you’ll show up for ones that either have low performance or are completely irrelevant.
Additionally, not all keywords are equal. Looking into search intent - why someone is searching for a specific keyword or phrase - can really up your game.
For example, if you’re trying to sell a product or service, you would want to reach potential customers who are ready to buy.
Finding keywords that show people are looking for products, not information, is a sure way to identify high-intent keywords that can be added to your Google Ads strategy.
Landing Pages Are a Key Part of the Puzzle
It’s often easier to blame high clicks and low conversion rates on customers simply browsing if you’re running ads on product pages instead of campaign pages. However, slow load times, confusing checkout processes or missing information could be where you’re going wrong.
To get a useful overview of your page performance for different campaigns and channels, complete regular and consistent UTM (Urchin Tracking Module) tracking. This will help give you a deep dive into your landing page performance within Google Analytics itself.
Centralise Performance Data
Knowing how to effectively reach your target audience, using the right keywords and improving the customer experience online will help you run effective ad campaigns.
To bolster these efforts, centralising your data in one platform will grant you a complete overview, saving you time and money when gathering data and assessing ad efficiency.
Whether you use automation tools to view all your ad spends in one place, or to set up ad performance dashboards, there are a wealth of tools available to help you save time getting important insights.
Make the Most of Your Data
Performance data will always be vital to running successful ad campaigns, but it's how you use it and what you do with it that will make you stand out as a company.
It can tell you who your audience demographic is, where to reach them and how.
Take your media buying to the next level by utilising platforms that gather insights and give you better control of your ad spend - only then will you be able to truly run effective ad campaigns that are worthwhile.