It’s 2021, and a strong digital advertising strategy is an absolute necessity for brands looking to stay relevant in the market. Growing any business without an online presence was hard before the Covid hit and now it’s pretty much impossible. We’ve prepared a Step-by-Step Guide on the best practices to create successful campaigns using different marketing platforms that will help to strengthen your digital presence and increase ROI.
Step 1: Determine your Marketing Objective
One of the fundamentals of any digital advertising campaign is setting clear marketing goals and objectives right before the campaign itself. This is what you need to ask yourself: What do you want to achieve with your marketing campaign? Usually, there are different goals on the agenda, and for every specific goal, later you will decide on the best proper tool or set of tools. Below are the marketing objectives you might be looking for:
- Building brand awareness
- Increasing organic traffic (e.g., on website, store, Facebook/Instagram page, etc.)
- Generating better-qualified leads
- Increasing online/offline sales
When the goals are set, the next step is to determine the metrics you have to measure and analyze in order to reach them. You have to develop a list of Key Performance Indicators (KPI) to track your campaign’s efficiency. Let’s have a closer look at these metrics in step 2.
Step 2: Decide on Measurement Metrics
Measurement metrics are the values you use to track the effectiveness of a particular marketing campaign. You have to pick a list of metrics that will bring you awareness about how effective your campaigns are running. You would want to think of different measurements depending on the campaign itself, but there are two metrics you should probably never miss: CPA and ROAS.
- CPA (Cost per acquisition) – tells you how much it costs to acquire a new customer
- ROAS (Return on ad spend) – shows the revenue you return for every dollar of ad spend you’ve invested in a campaign
When running a campaign, you should strive to decrease CPA to the lowest value possible while bringing ROAS to the highest point.
Step 3: Decide on your Budget and the Right Tools
Setting your marketing budget includes allocating a certain percentage of the total revenue you are ready to invest in marketing. Deciding on a marketing budget will make you realize the campaign’s scope without the chance to drain all financial resources. And that’s crucial. Leveraging the right tools is the next step, and it helps you pick the most effective instruments to execute the campaign.
Depending on your initial goal (Step 1), you can leverage the strength of advertising on Google with Google Ads. It focuses on keywords likely to be included in search queries by your target audience, and your aim is to determine them right. Facebook Ads can help you bring new customers based on their behavior patterns and the things they are interested in. The platform offers your product for those who looked through similar products or services before. Another tool with over 760 million active users is LinkedIn – the world’s largest professional network. Its marketing solutions platform can help you reach out to thousands of prospective customers. We’ve created a detailed complete Checklist describing explicit steps to launch a successful LinkedIn campaign. Check it out if LinkedIn is your marketing platform.
Step 4: Take Care of your Creatives
- Tips on Google Creatives
Google’s Dynamic Creatives help you serve the customers with relevant ad content tailored to different customers and contexts. Let’s put this into context; by using a dynamic feed, you can choose to display an ad targeting one of your audiences, e.g., male and female students under 25 years, and simultaneously target another audience, e.g., only male students over 25 years. With more than 45 thousand potential permutations available to test, you can swap or add multiple elements, including (but not limited to) images, videos, texts, exit URLs, and call-to-actions. It’s a convenient tool that allows you to display the most relevant ads to your target audience and increase traffic efficiency.
Examples of dynamic creatives include Google Store, Google Pixel, Google Ads, and Stadia (cloud gaming service). They can be used in Search, Display, Shopping, Discovery, and App campaigns. You can learn more about Dynamic Ads here.
- Tips on Facebook Creatives
Talking about Facebook, mobile-optimized ads are the preferred format to use, considering that 75% of the world’s total videos are being viewed on mobile. It’s up to you which format you would like to pick to catch your target’s attention. However, according to Facebook research, Static + Video ads work better together and show a 17% higher conversion lift than static images alone. To learn more about ads’ development with a high conversion rate, you can check our previous posts on Mobile-optimized Ads and download Creative Guide.
On Facebook, people love to watch Stories more than scrolling their feed. It’s 1 billion Stories that are shared every day. According to a Facebook survey, 73% of users said that watching Stories helps them experience new things, which brings them new emotions. Check our blog to learn more about the creation of highly engaging Instagram Stories.
- Tips on LinkedIn Creatives
LinkedIn is a great tool to have for any brand aiming to leverage a digital presence and increase brand awareness. The platform offers multiple ad formats, including Sponsored Content (single Image Ads, Video Ads, and Carousel Ads), Message Ads (previously called Sponsored InMail), Dynamic and Text Ads.
Sponsored Content appears in your target audience’s feed and aims to share relevant content with your audience. Video is an important element in this format since it usually shows higher engaging rates.
Message Ads suit for recruiting, event registration, and lead generation. A short and sharp CTA goes hand in hand with Message Ads since they are a direct line to your network.
Dynamic Ads help you create a personalized experience for your audience. This is achieved by developing personalized ads tailored to the details and data on the LinkedIn member’s profile.
Text Ads are compelling pay-per-click (PPC) or cost-per-impression (CPM) ads. It’s a great format to reach your target in minutes and boost brand awareness.
We’ve prepared a complete sum-up of LinkedIn available tools. You can check which particular formats can help you achieve your marketing goals more efficiently and acquire new customers.
Step 5: Measure the Results Constantly
Constantly measuring the outcomes of your advertising campaign is vital to optimizing its performance. Setting up clear KPIs and measurement metrics (Step 2) enables you to direct the resources towards the most efficient campaigns and allows you to make better-informed decisions on adjusting the whole marketing strategy if needed. Constantly keeping track of CPA and ROAS values for each of the campaigns reveals the best practices to maximize your ROI.
If you feel numb about analytics, we are always glad to assist. Partnering with Google (Google Premier Partner) we help brands take control over their data and bring measurements to the next level. For a consultation, please fill out the form on our web.
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