Improving the performance of your paid advertising campaigns
Friday, February 3, 2023
Ifigenia Arampelou
Director of Digital Transformation
Are you looking at your Google studio reports and thinking that your investment in paid advertising is in need of a better return? You are certainly not alone and the good news is that your campaign performance is very much reversible.
What is a successful campaign?
It's difficult to determine the overall success rate of paid advertising campaigns as a
percentage, as the success of a campaign can depend on a variety of factors
such as the industry, target audience, campaign goals, ad copy and creatives,
and more. Some campaigns may be highly successful in achieving their goals,
while others may not perform as well.
That being said, there are certain best practices that companies can follow in order to increase
the chances of a successful paid advertising campaign with a good ROI. These
include setting clear, achievable goals; targeting the right audience; using
compelling ad copy and creatives; and continuously testing and optimizing the campaign.
By following these best practices and paying close attention to the campaign's
performance, companies can increase the chances of a successful paid
advertising campaign with a good ROI.
It's also important to track and measure the performance of the campaign in order to calculate the
ROI. This can help companies determine the effectiveness of the campaign and
identify areas for improvement.
What are the steps I need to take to improve my
performance?
- Identify the campaign's current performance: This could include metrics such as
click-through rate (CTR), conversion rate, and cost per acquisition (CPA). - Determine the campaign's goals: It's important to have specific, measurable, attainable, relevant, and time-bound (SMART) goals in mind for the campaign. This could include increasing website traffic, generating leads, or increasing sales.
- Analyze the target audience: Understanding the demographics, interests, and behaviours of the target audience can help inform the campaign strategy and targeting.
- Review the ad copy and creatives: Ensuring that the ad copy and creatives are relevant, compelling, and align with the campaign goals can help improve the campaign's performance.
- Test and optimize: It's important to continuously test and optimize the campaign to improve its performance. This could include A/B testing different ad copy, creatives, and targeting options to see what works best.
- Make sure you campaigns are technically and structurally sound by being up to speed with the features and changes of the paid advertising media.
- Ensure that you follow all the platform recommendations to ensure that you maximising your outputs.
- Maximise the return on your spend. Invest in campaigns that convert more. It’s not jus the matter of increasing your budget but maximising your return with the budget you have.
Case Study: SAE Athens
SAE Athens is the top University for creative studies and the only educational institution specializing in the field of Creative Media, with state-of-the-art facilities, developed according to international, professional standards.
The client asked for Discover Digital’s help to manage and optimise their Google and Meta campaigns. Having enjoyed success from paid media advertising the team wanted to enhance and improve the performance of their paid media presence and were also looking for a vendor that had expertise in the international markets and specifically the education market in Greece. Discover Digital’s unique differentiator is our deep understanding of the global market, how multinationals operate and the importance of the local operational companies in the ecosystem. Discover Digital couldn’t be happier to assist and work with the very talented and dedicated internal teams based in Athens, Milan and the United Kingdom.
Following the performance improvement steps above the advertising achieved a significant increase in impressions, a sharp drop in the cost of CPM and an marked improvement on cost per conversion. In addition the teams worked together to craft strategies on how to integrate systems and make conversion tracking more
accurate.
Discover Digital can help your company to create, correct, improve and ultimately succeed in the paid advertising space. Regardless if you are a newbie in paid advertising or your company has been running ads for years please get in touch with us for an initial complimentary discussion on how to improve your campaign.