A Successful Digital Marketing Campaign Strategies
We see many campaigns being run where first of all there’s not even specified goal of what they are trying to achieve with the campaign.
We know there are different types of digital marketing campaigns that drive different types of KPIs and metrics. When you build your campaign and when you go about creating the campaign you have to strategize about that multi-touch journey that the user is going to be taking.
To make sure you have all the measurement in place and then of course as you run your campaign you want to make sure you’re checking the measurement analytics.
Then to really take a look at the results and that’s exactly how you know, you need to have the attribution and the measurement tools in place to be able to attribute whether the campaign worked or not.
So, the most important component of understanding whether a campaign is successful or not is really first having all the measurement in place. Here, I’m going to tell you, how to create or measure a successful digital marketing campaign?
Checklists of Search Engine/Social Media Marketing Strategies or Techniques
- The budget i.e. that we are going to spend on that campaign
- A good Click-Though Rate (CTR)
- Quality/ Relevant Search Terms
If our online advertising campaign is running from since last 30 days and getting leads at a profitable cost.
So, that means our campaign is working.
But, if our campaign is new then we have to check that in 1st or 2nd week of campaign launch is that, are things going according to plan?
That would be great if after a few days of launch leads are already coming in at a profitable cost. So, during that 1st or 2nd week of launch, the campaign has to tick that all three checklists.
1. The Budget
If we’re going to spend the full budget, then that’s great. Then first tick has marked already in that checklist.
If NOT, then we have to ask ourselves a few Questions.
– Is the search volume is low for that particular topic and the budget is unreal?
– Can we expand location as per the targeted audience or the plan to get closer to spending that full budget?
– For targeting, can we find more relevant keywords and then spend the budget bit more? – To show up higher in the search results, can we bid more aggressively, and increase the budget?
2. A good Click-Through-Rate (CTR)
CTR is a metric that measures the number of clicks advertisers receive on their ads per the number of impressions. A high click-through defines your Ad is relevant and interesting enough for people who are searching for specific information.
In order to get this result (CTR) is the ratio of the number of clicks that your ad gets divided by the number of times, your ad is shown on Google search. For example, if you have 100 impressions and you have 10 clicks that means your CTR would be 10% and that resulted in ten visitors for your website.
During that 1st or 2nd week, getting at least a 1% click-through rate on search campaigns that’s the best sign that we’re delivering relevant ads to interested search users.
If less than 1% or if you have a lot of impressions but a low CTR, it’s a sign that your ad isn’t working too well, then we’ve to drop down into the keywords and find out which keywords or search terms has less click-through rate and then we can make some necessary changes to improve results.
3. High-Quality Search Terms
If you get high rank on the right or good kinds of search terms, then Google AdWords campaign of yours is going to be successful, and vice versa, your AdWords campaign won’t be successful if you use bad or irrelevant search terms.
A right kind of search terms means it has to be relevant to that topic.
Keywords are what we use to target traffic, and search terms are what people actually search in Google when they see and click on our ads.
For example, if you’re Bombay moving company you want to be paying for clicks on search terms like moving companies in Mumbai, packers & movers in Mumbai, and office movers Mumbai.
These are relevant search terms done by people looking to hire a local Mumbai moving company, and you’re able to tell that is their intent based on what they search.
On the contrary, this Bombay moving company don’t want to see getting impressions and clicks to the following kinds of search terms: moving truck on rent, earth moving equipment, how to start a transport company as movers, and contract of moving company.
These kind of search terms are of poor quality, to show high on rank search and pay for it. Because people use these types of searches terms are not meant to hire a moving company.
Other key performance indicators (KPIs) for Creative Digital Marketing Campaign ideas
Also, we can use other Google Analytics metrics like
- No. of unique visitors
- Total clicks or Bounce Rate
- Sources of traffic
- Total Shares
- Engagement (Comments or Likes)
- Conversions (Signed up for our newsletter, bought our product etc.)
1. No. of unique visitors
Well, this is somewhat of a self-centric metric. It means that it’s might not be directly related to your Search Engine or Social Media marketing campaign strategy. It is helpful in measuring and tracking how many people are visiting your businesses website over and over again.
It kind of goes without saying, but you want to be seeing a steady increase of visitors over time.
You can track which sources are sending you the most traffic, and which pages are getting the most action. This way you’ll know where to double down, and you can focus on maximizing what’s already working for you.
2. Total clicks or Bounce Rate
We can measure the reach of our pages by impressions i.e. how many times our Ad has been shown. But, quality of that page or content can be judged by the total no. of clicks each page received.
Here is where we want to see a low number of Bounce rate, as this means that people are sticking around and having more of a look through your content. The longer people spend on your website, the greater your opportunity to convert them into customers.
It also helps with Search Engine Optimization (SEO) rankings.
3. Sources of traffic
It tells you how people are engaging with your website and where they’re engaging from. This could be organic which are searches via Google, or this could be email.
It could be from social media channels. It could also be from referral traffic and this would be coming from external websites. It also shows you the inbound links that are coming in and who is linking back to your site.
By using all this, you can decide where to invest more and re-strategies them.
4. Total Shares
Social sharing buttons can play an important role in content marketing if you’re creating content to attract visitors and get people to know you and know your brand.
Then obviously you want to make it as easy as possible for visitors to share your content so they can send you more traffic. By doing this, you’ll get to know how your visitors prefers to share.
How do you know that people read your content and they’ve loved it? So, the answer is people leaves their opinion through the comments or gives the expressions through the likes. So, likes and comments from a blog or from social media channels these are all engagement actions that you would like to track.
Blog comments add a lot of value and they are also good for your SEO. By using analytics you can determine or measure the effectiveness of your content.
Just like with website visitors, you want to see a steady increase in email subscribers over time. You can encourage your visitors to leave their contact info with you by offering something of value in exchange whether it’s a free eBook, pdf, video, or consulting session.
The conversion rate is your Return on Investment (ROI).
So, these are the ways to measure how well your campaigns are working.
Well, we can say that digital marketing campaign strategy or ideas can be as simple or can be complicated as you think of.
First off, there are tens, hundreds, even thousands of different variables that you could be tracking for your AdWords campaign. But, if you follow through these guidelines or techniques which listed above then online advertising campaign or even social media marketing campaign has to come up with good.
So there it is. That’s all we have.
So, what do you think about these online marketing strategies? Or, which other ideas or techniques can be effective for Google AdWords or Social Media Marketing Campaign? Let us know via the comments here below.
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