Every business owner who is either running ads or has plans to run ads for their business are always curious to know the tried and tested methods that have successful & practical applications. Actually, there are few common questions we get asked week in and week out..
So we have come up with 5 tips for every business running ad campaigns. After going through these tips, you will definitely feel more confident to make any decision regarding the ads for your business
1. Know your numbers:
The first and foremost point that needs to be kept in mind is to know your numbers by precisely working out your leads and sales figures. Most people don’t have an idea about what their exact numbers are they need to achieve, rather they simply give a CPL target to the person who is running their ad campaign. By doing so, the ad campaign is badly damaged by unrealistic expectations and not knowing if that is even achievable.
For example, if you are selling something for 100 pounds and you can afford 20 pounds for the advertisement purpose, you should give that budget to your advertiser which will help to attract more customers. Knowing the numbers offers more flexibility to adjust the ad campaign.
2. Don’t spread yourself too thin:
It is important to conduct channel research before starting an ad campaign to find out where your audience is. It will help to spend your money effectively for the right channel where your ad campaigns will run. If you have a budget of up to £5000 pounds, it is not advisable to go for more than two channels. You should select only one channel at a time and start working on it. When it starts working well, then you should move to the next channel.
But if you have a good budget (£5k +) for an ad campaign, then you can broaden your advertising plan by incorporating more than two channels such LinkedIn, Facebook, Google ads and AdWords, ect. The data you will receive in the form of feedback from these channels will enable you to make more logical and appropriate decisions for upscaling your ad campaigns.
3. Be willing to test:
Testing your ad campaigns is very important in order to check the performance and to get an idea of how successful your campaign is going to be. In reality it takes around 1-2 months to gather enough data from testing.
From our point of view, If our client gives us the green light to go ahead giving us a dedicated budget for testing, you can test different variations with respect to various keywords, making the call to action part more powerful and targeting a broader audience. It is incredibly important to test the devices which attract more clicks like mobile, desktop or tablets. It will help the ad campaigns to find new ways of improvement and adjusting them accordingly.
4. Scale what works:
The scaling stage is easier! Here you identify the factors that work well with your campaign and then improve on those factors, which leads considerably better results. The scaling strategy mainly depends on your understanding of the campaign and the level of flexibility you have with your margins. If you don’t have a marketing budget or your marketing budget mainly depends on the cost price (price you can pay to make a sale), then you should strive hard to improve your campaigns other metrics such as click through rate (CTR) and the cost per click (CPC).
As we mentioned earlier, the scaling becomes easier when you know your numbers and you understand which options are working well with the campaign. For example, when you identify a winning keyword, ad or the audience who are more inclined to purchase your product, you should work on upscaling for all these options which are far more productive. You have the option of either going for vertical scaling which is done by adding more budget into the ad campaign or the horizontal scaling where you ad in more keywords, locations or audiences.
All the elements that are performing well with the ad campaign should be improved for better results, but the underperforming elements should be paused temporarily to work on at a later stage.
5. Make sure your tracking is on point:
The tracking of your campaign is the 5th and last tip but not the least for the growth and optimisation of your digital marketing. If you can’t track and measure your campaigns, then it’s pointless running ads!
It is always advised to complete test purchases/inquiries to make sure your tracking is set up correctly. If the tracking is not set up properly or the tracking is off, it’s quite possible that you will make wrong business decisions due to the lack of required data.
We hope the above article has helped demystify how to take your campaigns to the next level, regardless of the stage you’re at with them.
If you feel you’d like to have a professional eye look over your campaigns we offer free ad account audits. To claim yours simply click the Free Audit Button on this page –https://www.408media.co.uk/ppc-audit/