Let me ask you something: Do you want to be great?
When you step into the office every morning, are you there to do the best damn job possible?
When you’re watching the new Kendrick Lamar video for his single “Alright” that is amazingly well shot, do you think of how you can take that concept higher?
When you think back to that ad campaign series Lebron James did for Nike which involved him playing various family members – did you aspire to not just be good, but great at basketball?
Whether we’re talking about your personal goals or advertising campaigns, don’t set the bar at just being ‘good’ – be great.
And speaking of ad campaigns, do you consider yours to be good – or GREAT?
When it comes to advertising and campaign management, any marketing expert knows three things:
- It takes very little for an ad campaign to be poor, and a lot of effort for it to be GREAT.
- Reading the War Room’s blog is a surefire way to turn your ad campaign success dial to 11 (duh).
- Two of the keys to great ad campaigns lie in Google Analytics and Attribution Modelling.
In previous posts we’ve explored the relationship between Google Analytics and AdWords, which enhance one another as coffee and cream do. Lesser known is Attribution Modelling, an invaluable feature of Google Analytics that is defined by Google as:
The set of rules that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.
By using Google Analytics to isolate the times and areas your ads performed at their best and worst, one can adjust the elements of their ad campaign to improve the quality score of your ads, and campaign performance while saving $$$ for your ad budget. Besides, who doesn’t love saving money to be used in better places?
Google Attribution is a great extension of Google Analytics, helping to establish credit towards the touchpoints that resulted in sales, impressions, referrals and searches for your services.
Google Analytics – Measuring Success
In previous posts we’ve highlighted Analytics through segmenting data, dynamic remarketing, reducing bounce rates, the power of the Google Display Network and more. Setup as a dashboard, Analytics can help you set key performance goals to help boost viewership/engagement.
Simply rephrased, Google Analytics acts as an insight to your web traffic; the numbers your ad campaigns are pulling in for viewership, reach, quality, engagement and impressions. As the most widely used analytics system in the world, it possesses a number of features to take your ad campaign to the next level!
Photo by Ryan Searle on Unsplash
Audience Segmentation
One of the best and easiest to use features of Analytics involves the power of segmenting your ad performance data based on a number of categories: date, time, geographic location – even weather conditions. The big benefit? Google Analytics segmenting gives you valuable insight as to which ads are knocking it out of the park with engagement, and at what times vs. the ads that could use some work.
Accordingly, you can adjust your ad budget towards specific ads that will help make your campaigns well rounded, and augment the success of the ads that are performing well.
As a result, this helps save serious dollars for your ad budgeting that can be allocated to better performing ads, or to boost the ads that could use work.
Audience Segmentation
Yes, we’ve delved well into what it means to be still D.R.E. Dynamic Remarketing is a great way of retargeting viewers after they have left your page through their search history, interests and more. Get the details here!
Website Speed
Additionally, Google Analytics helps to track the average loading time for your landing page, which directly affects the quality score of your website and your bounce rate as well. Too long to load, and valuable page viewers might direct their attention elsewhere to a site/service with better UX/UI and page speed.
Did you know that a once second delay in page loading speed can result in a 7% reduction in conversions?
If you want your ad campaigns to be effective, loading time is important, and Analytics can help you get up to speed!
Search Engine Optimization (SEO)
And of course, we come to one of the major topics of conversation in online marketing – SEO. With Google Analytics, it’s easy to divvy up a report that illustrates the keywords (long-tail and short) that led viewers to your service(s). Accordingly, Analytics offers a great pairing with AdWords to use the performance numbers to adjust your ad copy, in the hopes of making them more SEO friendly.
It’s a simple formula, really. Better SEO rankings = higher likelihood that viewers will come across your page = better chance of ads generating engagement!
Photo by Chase Clark on Unsplash
Google Attribution – Outlining the Customer Journey
Using a sophisticated modeling technology based on algorithms, Attribution is a data-driven feature of Google Analytics that helps to mark the touch points for viewer engagement, which helps capitalize on the keywords and ads that performed best!
Attribution is a great way of marking the touchpoints along with different social platforms, to readjust your efforts for a better balance of performance with different ad types!
Whether the touchpoints have resulted in conversions or not, it’s always great to mark the points along the way that resulted in activity, or not.
