As part of our Digital Marketing & Advertising Services, we use a 7 Step Advertising Optimisation process to leverage our clients’ end-to-end digital advertising strategy.
The process of end-to-end digital advertising is like the chain on a bicycle; if one link breaks, the whole network breaks down. It is a journey of best practice whereby decisions are data-driven and are carefully considered throughout each phase. Our 7 Step Advertising Optimisation process details the entire cycle of a digital advertising strategy, leaving no stone unturned.
At AndMine, we develop every campaign by using our own 7 Step Advertising Optimisation process of end-to-end digital advertising. It is a highly-effective chain of actions which follow in a deliberate order of procession. Let’s break it down to see what each step is about.
1. Customer Traffic
First, we identify demographic groups to determine who the target customers and clients are for your brand. We then profile those consumers so that we can identify exactly what this target audience want. Users can be targeted based on interests, habits, location and even how likely they are to convert to a customer. We also perform split tests to observe the behavioural patterns of traffic throughout the entire advertising cycle.
2. Platform Targets
Through profiling consumers, we are able to intelligently select the right platforms for your ad campaign, including social media platforms like Facebook, with careful consideration of the competitive landscape. Platform selection is all about finding where your audience are in the digital space as well as how engaged they are. Each phase of the 7 Steps process acts as a control point for conversion costs to be improved. We also add tracking codes so that we can optimise the process of retrieving data insights at each point along pathways.
3 & 4. Ads & Creative
We creatively adapt ads to suit each platform. For example, a Facebook post and an Instagram post could be very different, even in the same campaign. Equally, we select platforms that are more suited to the creative. We are able to purchase clicks more effectively with the addition of ad filters, resulting in better performing ads and groups that we can save and further refine down the track. All creative decisions are data-enhanced and tested to be optimised for greater ROI.
5. Website Pages
An optimally designed landing page keeps interested consumers steady on the path to purchase. Ads should send consumers to exactly the right place on a website, as to not disrupt their flow; the key is to make it as simple as possible for a visitor to convert to a customer. In addition, Google looks favourably upon ads which whose content match their landing page and will give ads a higher ‘Quality Score’ if they adhere to this best practice. A range of CTAs (call to action) such as filling out a web form, making a purchase or initiating a phone call can be included on a landing page, serving as an excellent behaviour metric with which measure conversion success.
6. Conversion Knowledge
Sales conversions are always tracked, which is an integral part of our digital advertising service that we offer our clients. The data we gather at every control point provides rich insights and paves the way for refinements to be made. An increased ROI is the end goal for every refinement and conversion data allows us to accurately predict what changes will yield the best results. In addition to lead costs and CPA, we report on Net Return so that ad and platform success can be discerned.
7. Data Precision and Transparency
As part of our services, AndMine provide clients with a bespoke aggregation dashboard that delivers real-time comparisons, tracking and insights that our clients can access at any time. It provides data assets and benchmarks of profits for future campaigns and for refining current spending. The aggregation dashboard is where we analyse the data, detailing the entire path to purchase. We consider which ads were clicked and furthermore which specific ads generated sales. The dashboard allows us to be transparent with our clients, so they know exactly how their campaign is performing.
By continually tracking analytics and insights, we make calculated, data-driven decisions at every touch point along the way, with specific controls throughout our 7 Steps. It is this step-by-step process that allows us to fine-tune campaigns with actions backed by evidence and monitor progress over time. Our 7 Step Advertising Optimisation process has been tried and tested; the ultimate goal is always to see an increase in ROI from your digital advertising strategy. In the bigger picture, our clients not only see how their advertising strategy continually develops over time but also why.
Want to find out how our 7 Step process for end-to-end digital advertising can improve your campaign? Get in touch.