As part of our Digital Marketing & Advertising Services, we use digital advertising funnels and leverage insights to improve our clients’ overall digital marketing strategy.
You may be familiar with the concept of a funnel in the business world – purchase funnel, conversion funnel, sales funnel, marketing funnel – the list goes on. Each of these essentially details the drop-off rate that occurs along the consumer journey, from initial campaign exposure to product purchase. The digital advertising funnel is no different. It uses the funnel idea to break down your digital advertising campaign’s conversion rate by analysing consumer behaviour at every stage of the path to purchase, from impression to click-through to conversion.
Today, with complex user-ID tracking and intelligent attribution models, Google Analytics can map out multi-session and cross-channel behaviour for a single user. These insights allow you to understand the impact of your advertising campaign, not just in terms of its efficacy, but in terms of its performance within each channel and based on various channel combinations. This information can be powerful in advising how your advertising campaign can be forecasted and scheduled for optimal results that visibly translate to your advertising funnel.
At AndMine, we design and employ digital advertising funnels for each of our client’s various advertising channels and pathways. Our Advertising Team are certified across the Google Suite and are experts in executing digital advertising through Adwords and understanding performance through Google Analytics. By analysing each funnel in real time, we help clients appreciate which areas of their digital advertising strategy are moving consumers along the purchase process successfully. It also highlights which areas are revealing a heavy drop-off, suggesting there is room for optimisation.
By asking important questions, we can address issues such as a high CPA (cost per acquisition) for each pathway. Is Facebook the right channel for this ad? Is the creative working better on Google Display than on Instagram? Is the landing page adapted to the campaign? Should we increase the remarketing budget? The answers can fast determine where online conversion funnel optimisation is needed and how budget can be realigned for an improved ROI.
We can help set up and optimise digital advertising funnels for your campaign and take advantage of the full scope of insights that digital has to offer. Unlike traditional, offline purchase pathways, which are impossible to track accurately, digital can explore the precise behaviour flow of consumers. Furthermore we can pin-point exact touch points that can be adapted on a micro scale to have macro effects on your ad campaign. We help our clients harness and leverage the vast world of digital consumer data and translate the knowledge into real results, visible in your improved digital advertising funnel, your ROI and your business growth.
Want to know more about implementing advertising funnels into your marketing strategy? We can help.