Wasted ad spending is a significant problem in the marketing industry, but you don’t have to fall victim to it. There’s a lot you can do to ensure you are reaching out to the right audience and converting them with an effective, tailored message. To keep your spending in line, here are four key points to pay attention to:
- Holistic approach to performance marketing
- A/B testing
- Marketing analytics
- Engaging creatives
Let’s explore each of those points:
Holistic approach to performance marketing
Today, an average consumer journey involves at least 20 touchpoints. Your potential customers might be jumping around between multiple devices and channels. If you only focus on a single ad channel, you are missing the secret sauce. That’s why you’ll need a holistic approach to your performance marketing.
A holistic approach means looking at the entire customer journey from discovery to repurchase. One must craft messages for each stage of the customer’s journey, and map them to corresponding channels and/or devices to curate your paid marketing activities. With a holistic approach, you develop a streamlined process that leads to more efficient ad spend and a wider span of influence.
A/B Testing
Think of A/B testing as an online focus group for your business. A/B testing allows you to learn about your audience while providing you with results with clear, actionable evidence, thus offering a clear direction for your next actions. Another benefit of A/B testing is that, as you keep honing in on messaging that works with your audience, you eventually find the best ads that can drive better results, and they are never the first.
With A/B testing you can also quickly identify the best-performing communication angles along with the best-performing design variation for each customer segment, resulting in lower overall acquisition costs & optimized campaign performance.
Marketing Analytics
Marketing analytics allow you to track the effectiveness of your marketing campaigns and strategies and monitor data in the customer journey throughout each stage.
To deliver good results, you need to start with understanding what to scale, and what to optimize, which without proper tracking you lose direction of. That’s why you need to make sure that you’re tracking and measuring the right data. What makes this information so powerful is the insight into where things are working best to help with future planning, while also giving feedback that will help the current efforts which need improvement.
For example, you could connect Google Analytics with Google Ads in order to create custom remarketing lists. You can create highly-specific remarketing lists for your Google Ads campaigns based on pages viewed, goal completions, or any other custom Google Analytics segments.
Engaging Creatives
Just as weight loss is 80% diet and 20% exercise, good ad performance is 80% content and 20% tactics. Engaging content is the key to your ad quality and performance.
Nowadays everyone watches online videos in one form or another. The rise of digital media, smartphone use, and improved internet speed have led to a boom in video format ads. It has become one of the most popular ways to reach online audiences and is likely to dominate for years to come.
Video ads merge two things that catch user attention: movement and sound. Both of these play an important role in conveying an efficient message, hence leading to better engagement. Where image or text ads rely on copy, punctuation, and visual cues to convey the desired tone, video ads use movement and sound to capture visitor attention. The ad format is more efficient at delivering your narrative to the target audience with a tailored message that is easy for them to consume.
Closing
If you’re looking for a performance marketing agency that always makes sure to cover all of the things that we mentioned above, look no further, as Ematic just launched a new performance marketing service. Start maximizing the full potential of your paid channels.
Learn more about our new service here or contact us directly to discuss anything based on your business needs here.
