Optimization of an online campaign

When you carry out an online campaign you must define and control various factors such as knowing the needs of your target, setting the objectives you want to achieve, defining the strategy and supervising the entire development. This whole process will be governed by the parameters of effectiveness and efficiency of a good management of any advertising campaign.

In this post we will talk about what is the optimization of an online campaign and give some tips to maximize the return on investment (ROI).

What is the optimization of an online campaign?

For an online advertising campaign to achieve excellent results, it must be optimized. That is, analyze all the values involved in it, whether the target audience you are targeting, the channels used or the different designs you make to improve performance and obtain maximum benefits.

One of the main objectives of creating online campaigns is to generate conversions with the maximum percentage of clicks possible. Many times, campaigns are created in different platforms, either for the computer or mobile; or with different objectives, to capture new audiences, make a branding campaign, among others. To be able to easily measure the results of these, it is preferable that they worked and analyzed separately to optimize them in a more effective way.

How does the process take place?

• The first step is to establish a strategy, based on specific and measurable objectives for each specific campaign.
• Once the ad is published, it starts to evaluate. We must devote the necessary time to analyze the results and measure profitability, and thus be able to optimize. Several methods are used to see the results of the campaign such as usability tests, regular UX, website analysis or A/B tests. All experimental work requires the trial/error procedure to solve deficiencies, and improve results or identify achievements. Many times to get a significant improvement you have to take risks.

How do you evaluate the operation of an online campaign?

To determine if the online campaign is working correctly, it is generally analyzed through the Click Through Rate (CTR), that is the number of clicks the link has obtained, based on the number of times it has been viewed by users. However, it is not enough to determine the operation of the campaign by analyzing it only with a metric, although the CTR is high, we cannot conclude that the campaign works correctly or vice versa.

Another key factor in determining if the strategy we follow is the correct one, is from the return on investment (ROI). It tells us if the campaign is profitable or not, since it shows the amount of profit obtained, with respect to each euro that you have invested in the campaign.

Tips to maximize the ROI of online campaigns:

1. It is important to devote time to the design of the landing page to which you direct users. It must be of optimal usability, easy to navigate and above all, that users find the information they have seen in the ad and expect to receive to stay in it. Bounce rate is one of the metrics that is used to analyze whether the user has remained on the landing page or left immediately. If the percentage is high, it means that the strategy you use is not correct, since it indicates that users have not remained on the page and therefore, should be optimized.
2. The content and design of the ad are the main hook to capture the attention of users. Therefore, you must convey a good image, the copy must be with quality keywords that accompany it to arouse interest and users click on the ad. Elements such as text distribution or background color contribute to promoting CTR. Also, you have to keep in mind on which channel it is published since, for example, an ad that is aimed at the Instagram audience is different from that of Facebook.
3. The campaign must be segmented appropriately; Know the profile of your buyer persons, know what their behaviors are, the interests, the keywords they use as well as investigate and identify which channels they browse to publish the campaigns on them and obtain favorable results. If you target an audience that is not interested in your product/service, you will not achieve your goals and the campaign will not be profitable.
4. To influence the target audience more, you can combine different types of campaigns, either branding or retargeting for example. And when you know the volume of users who visit you, it is beneficial to carry out a remarketing campaign. Through the database that, if you know that they have shown interest in your product/service and know you, create personalized ads to re-influence them and that they end up buying.
5. If you know the exact moments of the purchase of your target, you can program the moment to show the ad on the Internet, so that it generates more impact. For all this, it is vital to control when your users make purchases (days and hours) to invest in these moments.

Jared Gil, The Co-Founder & Managing Director at Nuclio Digital School