Performance in Digital marketing campaigns means focusing on collecting as many clicks, leads, engagement or conversions as possible. Efficient performance campaigns mean getting the maximum ROI for the invested budget. This is how to make this happen
Just as the awareness digital campaign assumes having the responsive website in place, undertaking digital campaigns based on performance assumes having the webshop, interactive content, blog, an app, or an affiliate set in place. However, prior to setting up the digital campaign, test and make sure that these digital assets you’re running are working well ☺. You will be investing a significant media budget into promoting your product to increase sales, collect the number of leads or prospects but only if a customer is possible to complete the purchase and seamlessly go through the funnel of a conversion journey.
Besides, this works the same if you're offering a service for example or an online education to your customers. If something isn't functioning properly in your messaging system or a customer relationship marketing system so you can't run the dialogue with your visitors, it is going to be impossible to get the results of the campaign, let alone for the campaign to be efficient.
Besides digital assets working well, you would also need to know and understand your target audience, what they think and need, how they behave online and which of your product benefits are relevant to them. Understanding your consumer will help you construct the appealing campaign message that would be the key in driving traffic towards your website, webshop or a landing page. Also, understanding the behaviours of your TA and the ways how they consume online media, where they spend the most of their time will help you target and re-target them smartly.
Assuming you took all the necessary steps to make sure everything is working properly, let me show you which digital media channels to plan for your campaign to get the maximum results.
“Performance” Digital Campaign
The main objective of a digital campaign based on performance is to collect as many leads, conversions, engagements in a specific period. In that sense, the main metrics we would monitor to know if the digital campaign was successful or not – is exactly the number of leads, clicks, engagement, conversions. So, after the campaign finishes, we would know: how many unique users we reached, how many of them were converted, how many of them were retargeted and for which specific product, and how many purchases are completed out of the retargeted user segment.
Unlike awareness campaigns, you would need to know "who" showed an interest for your product to capture that person several times later during the campaign.
Re-marketing is crucial for performance campaigns, so we would focus only on those digital media channels that enable:
- smart targeting
- various creative formats to combine in marketing & remarketing to deliver the message
Digital media mix for “performance” campaigns
1. Google Display Network https://www.google.co.uk/ads/displaynetwork/
2. Google AdWords https://adwords.google.com/home/#?modal_active=none
3. YouTube https://www.youtube.com/yt/advertise/en-GB/
4. Facebook Ads https://www.facebook.com/business/products/ads
6. Networks – rich media formats http://ten.media
Just as mentioned in the previous article, Google and Facebook are the most efficient channels, charging their media space on a CPC (cost per click) model and have a huge inventory for you to place messages smartly. Continuous analysis of digital performance based campaigns throughout the years of my experience as a digital manager in various corporations tells that the efficient campaigns assume almost total budget spent on these two channels. Especially if your budgets aren’t big, focusing on these two channels, planning the campaign long term, combining targeting users with one creative and retargeting them with the other – will bring you a huge success.
If your budget is somewhat wider, try some of the Networks formats, since they could be quite engaging for the user. Exploring the content of the web shop in within the banner, rotating and examining the product in 360 could be a determining factor to purchase the product, getting more information prior to purchase is of huge value depending on a type of a product you’re selling. Check www.ten.media example.
Key for your campaign is to capture those users who showed interest for the product at first. This means collecting the IPs of all those users who clicked on your banner at least once. Segmenting them according to the product the’re interested about and then capturing them again on some other channel with different creatives and different advertising formats brings huge success. My experiences when running the digital campaign focusing on selling the devices for a telecom show how 30% of all re-targeted users completed the purchase! This is how we’ve done it:
Examples of creative & re-targeting combinations:
- step – display banner 300*250 communicating iPhone 5S offer on GDN – fq 3
- step – retargeting users with YouTube video communicating iPhone 5S emphasising price and instalments – fq. 3
- step – YouTube video ad (true view) – fq. 3
- step – retargeting users with different creatives communicating same product on a display banners on the rest of GDN – fq 3
- step – Facebook video boost post
- step – Facebook Ads (video, WSC)
For being able to tell that this model works, you would need to monitor your campaigns on a regular basis. How many people you reached and how many converted – you should be able to track the progress daily, and have a complete report at the end of a campaign.
Same again, if you notice something isn’t working, change it. Replace the creatives or run different creatives in parallel, direct your budget in the channel that works or in a case you sold all the product even before the end of the campaign, stop it. There are different possibilities and opportunities out there, try them out to find out what works the best for your brand.
Thank you so much for reading! If this article was relevant and useful to you than it fulfilled its purpose.