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How to Make Sure You are Getting The Best Return For Your Advertising
Today, I’m going to be talking about something that’s a little different from what you’re probably used to seeing. “How to make sure you are getting the best returns on investment for your advertising.” Advertising here covers Google ads, Facebook ads, and LinkedIn Ads. The goal is to be sure that for every $1 you spend on Google and social media advertising; you are getting $10 or even more in returns. View our digital marketing services!
Okay, to better explain it – assume you’ve started a new Ad campaign that is meant to drive smooth and quick conversion to your site. What’s your guarantee that the campaign is working as well as it is supposed to?
The issue here is that you can quickly realize that you don’t have an idea of how to tell whether your visitors are being converted to actual clients — no single clue whether you are wasting a huge chunk of your budget without proportional returns.
Don’t be dismayed; there are lots of other marketers like you. Statistic place that 76% of marketers still struggle to track the returns on investment of their campaigns.
Thankfully, a lot has happened over the years, and there are now technologies that can help us handle these things. The average marketer now has a lot of tools available for him to make sure that he’s not only getting his campaign right but that he’s getting the best returns from his advertising. Here, let me explain briefly some of theses tools, and how marketers can use them to their advantage.
First Things First, Focus on What Works for You
The question I’ve always asked marketers is this “if you don’t know what works for you – then how can you optimize your campaigns?”
What I’m trying to say in essence is that you should outline what a conversion means for your campaign and then find out if you’re getting it. Tracking of conversion can take a very complicated and confusing process on its own, but to help, you can set up proper Google analytics, converter and event tracking.
You can also pick one of the techniques that help you track phone calls, after all, in the present world, deals are sealed over the phone. Hence, that would also be a good place to calculate from. Learn more about our Digital Marketing Services!
From statistics that we were able to gather from the numerous businesses we’ve worked with, I’ve personally come to realize that most businesses don’t even care about tracking their calls, and the few that do track, don’t even have proper techniques to and it ends up being a failure.
Efficiently tracking your calls for ROI calculation requires that you invest in the right and most up to date techniques. Now, there’s a technique called dynamic phone tracking that helps you track call conversion rate. Here, you can link keywords searched by clients, search for the ad copy that brought them, as well as how much was paid for the click to get what made them pick the phone up to call.
A/B Ad Testing
Another tool that works for knowing ad performance is A/B testing. It is becoming pretty popular, and a lot of marketers are already inculcating its use into their campaigns. Otherwise known as split testing, A/B testing involves a process of trying out different versions of an ad.
I hate to say phrases like: “I think,” or “I believe,” or even “it should work,” and this technique helps me to eliminate uncertainties. Every marketer should understand that they are dealing with a very sensitive department and as such, should invest in getting real data that tells them what works and what doesn’t.
You cannot analyze the performance of your campaign based on uncertainties. We do a lot of A/B testing on our entire website, landing pages, and other web elements. The main reason why you should use A/B testing is its ability to help you find the version of your ad with the best performance, and realizing the best version of your ad that works means that you can now channel resources into them and dump less productive versions.
Machine Learning Bid Management
The last technique I’ll be looking at in today’s session is Machine learning. Popular right? Did you know that it can help you track returns on your advertising? Yes, it can.
We are already in an era where machine learning has reached its peak and is quickly disrupting the way things are done in many fields. Thankfully, it holds a lot of advantage in this field and marketers should be taking advantage of it. We’ve long passed the days when you hire someone to manage your campaign manually, then probably look at it a few times every month to determine how it is performing. View our PPC Management Service Packages!
With the aid of modern technologies, your campaign can be optimized every thirty minutes not only to be sure you are getting the best click per month, week, day or even hour; but to also help you understand the trend in your industry and how best to act on these trends to grow returns on investments.
There you have it, tools and techniques that can help every marketer improve the returns on investment that they are getting from their advertising. I hope that you’ve learned a thing or two from this to help track and optimize your returns. Next week, I’ll bring you another new and exciting topic that will help you, but until then, I wish you the best as you pursue the maximization of returns on investment for your advertisements.
