Digital Campaign Management

Digital Campaign Management

Digital campaign management in various marketing channels can get you to diverse target audiences and plays a major part in any digital marketing activity.

The activities are measurable, and you can know exactly how many shekels you received for every shekel you spent (ROI).

In this article, you will find 10 principles of digital campaign management:

1. Setting Digital Campaign ROI model
2. What is your ideal customer profile (ICP)?
3. Improve your customers’ journey
4. Campaign measurement and analytics
5. Seasonality
6. Landing pages
7. Branding
8. Abandonment of users
9. A / B test in campaign management
10. Experiments and Attempts

“Digital campaign management in different advertising channels requires a lot of planning and follow-ups. At the end of a campaign, you need to be able to calculate your ROI and be able to understand whether your campaign strategy meets the goals set.”

 

Setting Digital Campaign ROI model

Running a campaign without being able to calculate ROI ends up with a lot of money wasted as there is no understanding of whether the activity is profitable or not or whether we are in the right direction.

The most common digital marketing metrics used to measure advertising success are:

• CPC – Cost per Click
• CPM – Cost per Mile
• CAC – Customer Acquisition Cost
• ROAS – Return on Advertising Spent
• CTR – Click Through Rate
• CVR – Conversion Rate

One might assume that a combination of the above metrics provides a good snapshot of a campaign performance so we can compare them and gain insights… Not Necessarily.

We have to take into consideration the revenue from each customer or know the monetary value of a conversion so we will be able to calculate ROI.

For example-

• Campaign 1 – has a CAC (customer acquisition cost) of NIS 40 with a CTR (click-through rate) of 2.5%.
• Campaign 2 – has a CAC(customer acquisition cost) of 15 NIS with a CTR (click-through rate) of 6%.

This means that Campaign 1 generates more expansive leads with a low CTR, while Campaign 2 generates leads at 37% of the cost of Campaign 1 with a higher CTR.

We can easily get confused and say that Campaign 2 is more successful, but not necessarily.

If in the end the net profit in relation to the ad spend from campaign 1 is higher than campaign 2, most likely we would want to invest more and develop campaign 1 due to higher ROI.

Campaign 2 is more efficient but less effective.

Therefore, in order to measure the effectiveness of campaigns, it is important to have a clear ROI model as a first step.

This is often a difficult task, in which both the short and long term should be taken into consideration.

A representative model is extremely lucrative when working with high budgets.

In B2B digital marketing, the challenge is even greater because there is an “holistic” effect between different marketing channels and a long learning process of the customer regarding the product or service.

Therefore, a B2B campaign, according to digital marketing metrics listed above, teaches us even less in comparison to a B2C campaign (in most cases).

Define your Ideal Customer Profile (ICP)

Sounds obvious but not at all.

We need to know who is the perfect customer for us and why.

To get an answer, companies usually do vast research on target audiences, build marketing Personas, and adjust marketing funnels and content accordingly.

Comprehensive research is worth a great deal in the long run and very helpful when it comes to planning a campaign, writing an ad, landing page, etc. since the differentiation and unique selling proposition (USP) to each customer type is clear.

The answer might be intuitive, however, it’s important to clearly define the ICP and align with the sales department.

 

Improve your Customer Digital Journey

The last thing we would like is to reach good customers and after they click on an ad, we eventually won’t hear from them.
Here is a list of basic steps you can take to test your customers’ journey:

• What is the call to action in your landing pages? Is there a clear messaging and call-to-action that the user is asked to perform
• What happens when a user clicks on an ad via mobile, desktop, or tablet? Are all your landing pages “optimized” according to the relevant screen sizes?
• What is the loading speed of your page?
• Suppose the user abandons the marketing funnel, is there a remarketing campaign to keep him engaged?

 

Campaign measurement and analytics

Good and proper tracking of a campaign is like tracking investments in the stock market.

There are more risky investments that require attention and solid investments that need less monitoring.

Therefore, it is important to make sure there is a clear measurement framework for all channels and digital campaigns.

Often it does not happen. DO NOT skip this step.

 

Seasonality

Digital campaign management is greatly influenced by current events, vacations, weather, holidays, school vacations, special events, conferences, and festivals, etc.

It is important to be aware of these and make the needed adjustments.

 

Landing Pages

It is super rare that ads that direct to a company website and not to a landing page, produce better results.

Why? Since a landing page gives us the opportunity to present our offer in a focused manner, without any distractions and with a clear call to action.

In the end, it makes our landing page more relevant = more conversions.

Landing Pages Optimization Tips:

• Use content tailored to your campaign/ad and offer. In Google advertising, it is also important to use the keyword itself to get a higher Quality Score that will lower the cost per click and raise the overall conversions.
• It is important that the company branding and logo will be applied on the landing page to create a constant user experience.
• The call to action and main message (USP) should be displayed directly when the page is up – without scrolling down.
• Build trust by putting elements such as reviews, qualifications, awards, showing the number of likes you have on your Facebook page, and in general things that will make people trust you more.
• List real and meaningful benefits that your customers will receive and your differentiation.

 

Strong and clear branding throughout the marketing funnel

It is important to use the company’s branding (assuming it exists) in landing pages, ads, etc.

This increases and strengthens the perceived value of customers and significantly improves conversion rates.

The brand’s visual language should include a color palette, logo, design concepts, and more.

 

Dealing with User Abandonment

Users leave in the middle of a marketing funnel, no matter how hard we try to stop it from happening.

Worst of all they leave in relatively late stages like on the checkout page on an e-commerce website or after they spent time couple of minutes on a landing page they decide to bounce.

A couple of tactics to prevent abandonment during the marketing funnel:

• There are various plugins today that allow a pop-up to pop when the mouse is tilted towards the top right corner (on the way to the X button).
  It annoys most users but significantly improves conversion rates.
• If the user has completed an email field and then left the funnel, you can activate a response by email.
  The email should be sent within an hour while the customer is still “hot”. It better be a short message asking how can you help with a link back to the abandoned product or service.
  You can also add positive reviews about the product to strengthen the buying decision.
• Remarketing campaigns are super useful in gaining lost traffic. It’s always good to know that there is a pixel that can track the abandoning user and convert it.

 

A/B Test – Split Tests

A / B test or split test almost always deliver and in a big way.

A must-have campaign management tool in paid promotion. A split test is usually a presentation of two versions of the same landing page with a single “variable” change.

It can be a video vs. an image, a different call to action button, different backgrounds of a landing page, and a lot of other things.

It is important to check only one variable at a time to be able to attribute the improvement in performance.

 

Experiments and Attempts

Make loads of experiments and different mistakes.

Knowing what not to do is sometimes worth much more than knowing what to do.

Every business type (B2B or B2C) or industry has its relevant channels and tools and types of campaigns and promotions that work better.

In general, try to make as many attempts as possible, see what brings results, and develop it from there.