Reviewing your digital marketing campaign performance and thinking about how you can improve? With digital marketing, you have the data and tools to measure marketing campaign metrics, set conversion goals, and optimize your campaigns for better performance, all in real-time.
We’ll share with you five evergreen tips to systematically review and improve each aspect of your marketing campaign in this guide.
Let’s get started!
Campaign performance metrics track how a digital marketing campaign is doing against its assigned goal. First, determine the campaign’s goal, then outline which marketing metrics are suitable.
Identifying critical key performance indicators (KPIs) based on your campaign goals:
Goal & Metrics:
With your campaign information in place, you can identify best performing creatives, optimize marketing budgets and have complete visibility on how your campaign is doing.
You’ve seen how to define marketing campaign goals and use metrics to track your progress against these goals
A successful marketing campaign and marketing strategy starts with a clear definition of their target audience, then tailoring your ads to speak to them directly.
If an ad campaign is underperforming, take the time to review your campaign’s creatives and positioning if they’re still appropriate for your target audience.
Target audiences also evolve. Periodically review your buyer personas and audience characteristics to see if your personas are still accurate.
Other actionable methods to gather information on new or potential customers:
Once you have this information in place, review your ad targeting criteria, copy and creatives throughout your entire campaign, including:
Once you’ve narrowed down your target audience, review the channels for your campaign if they’re appropriate for your campaign objectives and meet the needs of your target buyer.
Digital marketing ad placement channels usually fall into four categories:
Let’s go through the pros and cons of each channel!
Search ads appear along with search results when a keyword or phrase is entered into a search engine.
These visual ads appear on web pages across the Internet associated with your target audience segment.
This option extends your ad campaign to other web properties that Google owns, like YouTube and other websites selling ad placements listed as Google Partners.
Social media sites like Facebook, Twitter, LinkedIn, TikTok and Reddit have a dedicated ad platform. They specialize in reaching their intended audience effectively, making social media ads a fantastic compliment to search network ads.
Now we turn to the actual content in your online advertising campaigns.
You want to look at your customer journey when they interact with your campaign, analyze the performance of each touchpoint and identify areas for improvement.
Next, use insights from your audience targeting criteria and buyer persona documents to optimize campaign touchpoints.
For example, a typical customer journey for a PPC campaign could look like this.
Review any of these touchpoints and their associated performance metrics to identify drop-off points.
For example, if you have a low view to conversion ratio on your landing page, you could review your landing page for any conversion rate optimization opportunities, including headlines, copy placements, visuals or any website heat maps to identify any blockers.
You might be wondering: “But how do I know if my changes result in improved campaign performance?”
A/B testing is the act of showing two variants of a campaign asset to site visitors at random.
Once we’ve obtained enough campaign data, we analyze the data to see which variant performs better for any conversion goal or campaign objective.
Use A/B testing to test and refine your campaign performance systematically. A/B testing enables you to implement tried-and-tested changes in your campaign with complete confidence.
An example 3-step process to optimize a campaign landing page with A/B testing
There’s another aspect you’ll need to bear in mind while optimizing your campaign: performance reporting.
For example, you may need to use reports to justify your decisions to change an underperforming landing page. Tap on tools like DashThis to streamline your reporting to your marketing team, clients or internal stakeholders. Use visuals like pie charts and trend graphs to make your ideas easier to digest where relevant.
More on preparing a robust digital marketing performance report your clients, stakeholders and team members love here.
This section will teach you how to measure campaign performance in a visually appealing, easily digestible manner using DashThis's dashboard and analytics tools.
After signing up for an account (your first 15 days are on us!), it’s time to create your first dashboard.
Congratulations! You’ve created your first dashboard with DashThis.
Creating reports in a few clicks is just the start. DashThis also allows you to customize the data you display in a report depending on who you’re presenting to.
For example, stick to high-level numbers and overall performance by channel if you’re presenting to senior management.
If you’re presenting to people more familiar with operations or marketing analytics platforms like Google Analytics, showcase campaign performance breakdown by advertising channel for a more detailed look at the numbers.
DashThis also automates your reports and updates themselves with new data, saving you valuable time compiling data or ensuring reports are up to date.
By following this guide, you’re now armed with a systematic approach to analyzing and optimizing your marketing campaign’s performance.
No more wandering in the dark not knowing which aspects of your marketing campaign to improve. You can now approach the campaign optimization process calmly and with confidence.
Track the results of your changes and present your findings accurately with DashThis.
Get started with a 15-day free trial today!
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