How to Maximize ROI From Your Paid Ad Campaigns

When you put money into something, you need to see returns. No one wants to spend their advertising efforts on a campaign when they have no idea whether that return will actually benefit their brand. But unfortunately, when it comes to paid ad campaigns, too many companies…

When you put money into something, you need to see returns. No one wants to spend their advertising efforts on a campaign when they have no idea whether that return will actually benefit their brand. But unfortunately, when it comes to paid ad campaigns, too many companies simply don’t know what to track in order to measure their return on investment.

That’s a challenge, but not an unsolvable problem. One of the best parts about Google AdWords, Facebook, LinkedIn, and other types of paid online ads is the fact that they are inherently measurable. Set up your campaigns the right way, and you will know whether or not the budget you spend is actually working toward your intended goal. You can track the right metrics, make the right adjustments, and maximize ROI from your paid ad campaigns.

Start With a Goal in Mind

First things first: the only way you can measure ROI of your paid ad campaigns is by defining what that “R” should actually be. In other words, do you know exactly what would constitute success?
Advertising campaigns can have a variety of goals. All of them are related to growing your business, but their path to that success can take a number of shapes. You might be looking to grow brand awareness, website visits, new customers, or customer retention.

Your first step should be finding one overarching goal, then choosing the metrics that most closely track your progress toward achieving it. The most common metrics for paid digital ads are:

  • Total ad impressions
  • Total unique reach
  • Total clicks and click-through rate
  • Total conversions and conversion rate.

All matter for every campaign, but it makes sense to choose one of these as your single most important for a given effort.

Set Up Your Tracking Options Ahead of Time

Once you know your goal, it’s time to start working towards actually achieving it. Most online ad platforms, from Google AdWords to Facebook’s Ad Manager, offer internal tracking opportunities that already fulfill this need for basic metrics. Still, it makes sense to actually dig deeper for true success.

For instance, The Facebook “pixel” is an analytics tools that will allow advertisers to measure the effectiveness of their ads by understanding the unique actions people take once they land on a landing page. When implemented, tracked, and optimized correctly, advertisers are able to use pixel to ensure they are seeing maximum ROI from their ad campaigns.

Another way to track the ROI of paid ad campaigns is through the use of UTM tags. A UTM tag can be set up to track each visit on your website through their entire journey. It also makes sense to combine UTM tags with Google Analytics Goals, which should align with the goals you have set for your campaign.

Understand What Constitutes True ROI

As you set up your tracking capabilities, it makes sense to keep in mind that what you are tracking as ‘success’ is not necessarily true return on investment. For instance, your overarching campaign goal might be brand awareness, which you track through total unique reach. But how do you know whether the people you reach actually learn about you to the point where they become customers?

True ROI is determined through nothing more or less than actual revenue grown from a specific ad. If that revenue outpaces your total investment in that ad, you can consider it successful. In many cases, it’s difficult to track this true ROI. However, that does not mean it’s impossible.

Google Analytics, once again, can be immensely helpful in that regard. You can attach a monetary value to each of the goals you set for your individual campaigns. Now, all you have to do is calculate the average value of a customer, and you can determine true campaign ROI in addition to your campaign goal.

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Align Your Paid Ad Campaigns Throughout the Funnel

You might have noticed that none of the above steps are connected to writing and designing your actual ad. They are, in a way, the leg work you need to do in order to make sure that when it comes to this step, you are well prepared for success.

Now, it’s time for the actual set up. Here, you have to make sure that each of your ads makes sense not only in isolation, but within the context of the larger buyer’s journey. When users see your ad, what other content might they have already been exposed to? What do they see when they click on the ad, and will the message be consistent? Once they convert to leads, are you making sure you are effectively funneling them toward becoming customers?

All of these are crucial questions to answer. No paid ad exists in isolation. For true success, you have to make sure that your audience is effectively and slowly guided in the direction you want them to go. To ensure that is the case, it makes sense to set up so-called ‘sub goals’. Even if your ultimate goal is conversions, impressions and click-throughs can tell you exactly how your ads are performing in getting them to that final point.

Measure and Adjust Continually

Finally, and perhaps most importantly: no paid ad campaign can be successful without the ability to measure your efforts, and routinely make adjustments that maximize their potential. A/B testing, for instance, helps you test different visual and message variations to finds the ones that resonates most with your audience.

Within your campaign, you may find one ad or channel outperforming the others. In that case, it makes sense to focus more of your budget on this variation. Rather than setting up a campaign and only measuring its success at the end, consider regular ‘checkpoints’ at which you can determine whether these or other adjustments are necessary.

When you get into the paid ad game, you need to make sure that you can actually compete. AdWords, social media, and PPC in general are so beneficial because they reach your audience where they spend their time, and you can easily measure success. Are you ready to take the leap? Contact Mediaboom and see how we can help you achieve maximum ROI from paid ad campaigns.

5 Mobile Advertising Strategies For Increased Conversions

Mobile advertising is one of the biggest opportunities to reach your target audience. As more and more consumers access the internet and shop on mobile devices, it makes good sense to reach out to them on these platforms. Mobile advertising, though, is quite competitive…

Mobile advertising is one of the biggest opportunities to reach your target audience. As more and more consumers access the internet and shop on mobile devices, it makes good sense to reach out to them on these platforms. Mobile advertising, though, is quite competitive and you want to spend your marketing dollars wisely. Here are 5 mobile advertising strategies to increase your conversions and sales from ad campaigns.

1. Make Sure Your Landing Page is Mobile-Optimized

It’s essential to remember that viewers’ experiences on a mobile device are very different from a laptop or desktop. You need to consider this not only when creating your ads but when building landing pages. It won’t help if you get lots of clicks on your ads only to lose viewers once they find that your landing page isn’t mobile-friendly. This includes:

  • Avoid features such as flash and frames that aren’t compatible with mobile devices.
  • Make sure your page loads quickly. Page loading time can have a huge effect on your results and mobile users, in particular, are likely to leave if your page doesn’t load promptly.
  • Keep the page brief. People on mobile phones don’t want to read multiple pages of copy.
  • People should be able to see images and read the text without zooming.

2. Make It Easy For People to Call You

Most of your mobile customers will be using smartphones. The most natural way to reach out from such a device is to make a phone call rather than visit a website. While many visitors will click on your website link, you also want to make it as easy as possible for them to call you. In fact, depending on your business, you may want to use call-only ads.
At the very least, you should have a click-to-call option so people have the option of calling you. Click-to-call is a useful feature because it’s often easier to convert a customer once you have him or her on the phone. You (or your customer service rep) can answer questions and address objections. Of course, this strategy also means you need robust customer service. Smaller businesses might need to hire additional help or use a call-answering service as you can’t rely on customers to voicemail messages if no one answers the phone. To track the effectiveness of your calls, use a Google Forwarding Number that works with AdWords.

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3. Take Advantage of Ad Extensions

Google offers a variety of tools you can use to optimize your mobile advertising strategies. One way is using Google’s Ad Extensions. We’ve already discussed the benefits of click-to-call. Google provides a call extension making it possible for customers to call you from the search results. Here are a few other ad extensions that are useful for mobile ads.

  • Text – Click-to-text extensions are one of the best tools for mobile campaigns as they encourage people to send you text messages. Many mobile users are more comfortable texting than phoning so this is a way to reach a wider audience.
  • Callouts – Highlight key information that you want to highlight, such as products, store hours, physical address, or features such as same-day delivery.
  • Reviews – Review extensions make ratings and reviews visible to people browsing search results. This is a powerful way to increase click-throughs. To get the most of this, encourage your customers to leave reviews.
  • Sitelinks – Send customers to specific pages on your website. This is useful for highly targeted ads. For example, if you’re selling clothing you can tailor ads to specific items such as coats, shoes, dresses, etc. and use sitelinks extensions to send people to the appropriate page.

4. Manage Your Budget and Test Everything

Managing your budget is a key factor in any type of mobile advertising campaign. When mobile ads first appeared, advertisers embraced them because they were cheaper than other types of ads and provided great value. This is still true to a great extent, but mobile advertising has gotten more expensive lately and, as mobile gets bigger, this trend is likely to continue. According to WordStream, mobile CPC has increased 150% since 2012.

When mobile advertising was new and less competitive, you didn’t have to worry as much about how much you were bidding. Now, however, with mobile advertising is getting more costly, controlling your budget is a priority. As with other PPC ad campaigns, do plenty of keyword research and make sure you’re choosing the right keywords but not bidding too much for them. Don’t forget negative keywords to exclude customers who don’t fit your criteria.

In AdWords, you can monitor and adjust your spending with Mobile Bid Adjustments. Identifying the right amount to bid on your keywords requires constant testing. It’s essential to A/B test as many elements of your ads as possible, such as images, headlines, CTA buttons, colors, and layouts. Also, test to identify the best time of day and days of the week to display your ads. All these factors help you manage your budget and improve your ROI.

5. Use Geotargeting

Location-based marketing is a powerful mobile advertising strategy that can make your mobile ads more targeted and effective. While not appropriate for every business, aiming your ads at a geotargeted audience can improve your results. You can specify locations within AdWords using criteria such as zip codes, regions, cities, or tourist attractions. This can be extremely useful for certain products or industries. For example, if you’re selling a travel-related service, you could target airports. You can target beach areas to sell swimwear, snorkeling and diving equipment. Other possibilities include colleges and busy downtown areas. You can also exclude certain places within a region. Don’t forget that you can target languages as well as locations.

Geotargeting can be especially effective for mobile campaigns because it reaches people where they are in real time. For example, people in a shopping area such as a mall are likely to search online to see if they can find a better price. By targeting such shoppers, you can show them what they’re looking for at the most opportune time.

Mobile Advertising Strategies for the Future

There’s little doubt that mobile devices are the future of online marketing. By 2019, mobile advertising is expected to account for 72% of all ad spending in the U.S. This means that the field will get more competitive, putting more pressure on businesses to manage their budgets and target their ad campaigns with precision. The above five tips will help you get the most out of your mobile advertising budget.