Too often in digital marketing do we focus on the individual parts of a campaign without enough focus on the whole. It is not simply choosing the right keyword or writing the right ad copy that will make your campaign successful. You must instead build quality-control campaigns with clear, stated goals that cater to individuals rather than your topic area. In order to fully understand this concept, let’s break down the individual steps and see how they all fit together…
- The campaign goal. Every campaign, digital or otherwise, should have a stated end goal. This probably seems obvious, but very often, campaigns are created without a specific, stated goal. This causes two problems. First, it means that the people who are part of executing the campaign are not on the same page. Second, it means that when your campaign has run its course, you cannot be sure whether or not it was successful. Sure, you can look at the performance of your campaign and you can measure your ROI, but since you had no goal to obtain, your results will lack the context necessary to make informed decisions for your next campaign. A tip for coming up with your campaign goal: The more specific you are, the easier the subsequent steps become.
- The target audience. If you have created a specific goal, defining your target audience should flow easily from there. Still, this step is not something to do on autopilot. Many will see target audience and start thinking in terms of demographics: people in specific age-groups who live in a specific geographic area, maybe even people who have already expressed interest in their products/services. This is all well and good, but it falls short of doing the full job. In addition to demographics, develop individual audience profiles. These profiles help anchor the campaign and humanize the target audience. With audience profiles, you can ask the question, “Does this ad speak to Jim, father of four who is from Philadelphia and a huge Eagles fan?” instead of “Does this ad speak to 40- to 50-year-old men from the Philadelphia area?”
- Configuring the trigger. The trigger is what decides whether or not your ad will display. Some digital ads are displayed as soon as someone who fits your criteria lands on the site in which you are advertising. These are easy to configure, since you have already defined your target audience. Search ads, on the other hand, are triggered by a user searching a specific keyword. How do you choose the keywords you want to target? You choose the keywords that are relevant to your campaign goal. Which keywords would people in your target audience be searching for that are relevant to your product/service? This part can be difficult, but there are a number of good keyword tools out there that can generate a whole list of keywords from one relevant seed keyword. From there, you can eliminate the generated ones that are not relevant and include the ones that are.
- Creating the ad. When it comes to fitting your ads into your campaign, there is one thing to keep in mind: The ads should clearly communicate what your product/service is. This way, when people click on it, they end up on a landing page that doesn’t surprise them. This will also save the money you spend on irrelevant clicks. Less clicks are fine if each click is more relevant to your campaign goal.
- The landing page experience. There are two things you are trying to achieve with your landing pages: 1) relevance to your ad and 2) conversions. Relevance to your ad means that people who click on your ad should feel like they have landed in the right place. The copy on your landing page should speak directly to the ad copy. If you have an image in your ad, make sure the landing page features the same imagery. Both of these things will reduce the amount of people that immediately leave your landing page. Conversions means that once within your landing page, there is usually some kind of a goal that you want people to complete. Sometimes that means dialing a phone number or submitting a contact form. It could also be something else entirely. Whatever the goal is, your landing page should be designed to attract attention. Think of your landing page as a rainbow and your conversion goal as the pot of gold at the end of it.
- The conversion “next steps.” Make sure that there is a plan in place to handle the conversions after they are made. If your conversion is a contact form that generates an email, who gets that email? How are they supposed to respond? If it’s a phone call, is the receiver aware of the campaign? That probably seems really obvious, but it is often a forgotten step of the digital campaign process.
- The analysis and conclusions. Once your campaign has run its course, take a second to analyze your results. Did you meet, exceed or fall short of your goal? What happened? Why did it happen? What worked? What didn’t? What knowledge gained from this campaign could be applied to other campaigns? It’s so easy to forget to do this step. There is always work to do and looking backwards can seem like a waste of time. But the real waste is not using the real data that you have gathered to drive future decisions.
TL;DR (Too long; didn’t read)
Running a campaign is like performing a science experiment. You have your goal which is a combination of a purpose and a hypothesis. You have your plan which is the equivalent of your method. Then, you perform the experiment and gather data. From there, you analyze your results and form your conclusions.
The take aways:
- Create a specific campaign goal. Never lose sight of it! Everything else flows from here.
- Relevance is huge! Ads should be relevant to your product/service, Landing pages should be relevant to your ads, etc.
- Analyze your results. How else will you learn and improve?
Points Group is a marketing and consulting agency with a focus on healthcare. We are fully equipped to run both digital and traditional campaigns on behalf of your practice, all while working closely with you to ensure they run smoothly. If it sounds like we might be a good fit, give us a call at 973-998-8008 or get in touch with us online here.