Article

Categories Advertising, Ecommerce

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.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 Reasons Why Social Media Marketing is Important For Your Business

7 Reasons Why Social Media Marketing is Important For Your Business

In the past two decades social media has become a crucial tool for marketers, enabling businesses to connect with potential customers. If your business has yet to embrace social media and you want to know why it is...

Sharron Nelson
Sharron Nelson 29 February 2024
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

Whether you're a startup or an established business, the company website is an essential element of your digital marketing strategy. The most effective sites are continually nurtured and developed in line with...

Digital Doughnut Contributor
Digital Doughnut Contributor 7 January 2020
Read more
McDonald's: the History and Evolution of a Famous Logo

McDonald's: the History and Evolution of a Famous Logo

McDonald's logo is one of the most recognizable in the world. What does the logo of this brand mean, how did it evolve and what is the secret to the success of McDonald’s fast food network?

Anna Kuznetsova
Anna Kuznetsova 24 October 2019
Read more
The Unintended Consequences of Brand Building on Social Media

The Unintended Consequences of Brand Building on Social Media

The rise of social media and digital connectivity in our daily lives has necessitated brands to establish a strong online presence, often relying on image-based social media platforms to engage with customers and...

Rob Sewell
Rob Sewell 9 February 2024
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more