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Minding Your Business-Digital Advertising | 5 Steps to Optimize Digital Advertising Campaigns

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By: Sparc Media

In this article, we list the 5 Steps on How to Optimise your Digital Advertising Campaigns. Step 1 – Targeting Strategy To begin with, it is important to have your campaign set up with individual strategies for age, demographics, interests, behaviours, or any other target criteria you are using. This is so that each parameter can be tracked individually and you can optimise them in and out depending on the performance. Make sure that your targeting strategies are in-line with the campaign brief provided by your client so that you can give them insights on the things which are most important to them. Step 2 – Advertising Research Simultaneously derive insights from qualitative market research based on the product you are advertising and the consumers you intend to target. Additional information from market research in relation to the product and the psychographics of the audience will broaden the targeting funnel which will further assist in serving better results. For example, Sparcmedia ran a campaign for a chain of family health clinics in Brisbane who were trying to promote an offering for skin cancer awareness. Through qualitative research, we found that Brisbane had an audience segment of students from Japan who were highly conscious about skin cancer due to the high rate of skin cancer in Japan. Armed with this market knowledge we tested a strategy, utilising a small amount of the client’s budget to target Japanese students. This strategy was a success and resulted in increased conversions for the campaign, with an eCPA much lower than other strategies. Step 3 – Advertising Insights Start observing key activities such as the impact of the time of day, the day of week, placements and performance of URL/sites as they play an important role. You should also be tracking consumer reaction towards each component of the advertising campaign. For example, if you have five creatives in circulation, instead of bundling the engagement rate and seeing the overall for all five, have them split out so that you can understand which executions get greater levels of engagement. Pause the ones that are less effective and focus spend on the 2-3 which have the greatest success. This will ensure that you get a greater engagement rate overall, plus get insights on the types of creative which your audience responds to. Get 20% off Localworks with code LOCAL20. Be discovered across 60+ maps, social media, search engines, and mobile apps for less than a $1/day with Localworks! Once the campaign is up and running analyse it for a period of two weeks before making adjustments. You need to ensure that the optimisations you are making are based on a statistically relevant level of data. Step 4 – Optimise After two weeks, optimise the campaign towards the parameters mentioned in Step 3 The process of optimisation can include: Higher bidding or allocating more budgets towards the URL’s that generate higher engagement (CTR, views, conversions.) Pausing the under performing line-items. Bidding higher at the most active hour of the day that is providing maximum engagement. Increase spends towards the best performing strategies (gender/age/interests) Optimise spend on a daily basis until the campaign ends. Step 5 – Analyse When the campaign has finished, analyse the results and deliver post-campaign insights that will help the clients grow their business with effective decision-making. Useful insights include: Information around the engaged audience in comparison to the targeted audience, information on which creatives performed and why, information on which strategies performed and why. Wherever possible, overlay this with market data. Instead of patting yourself on the back for a great click through rate or for the number of sales you achieved, start understanding why you got that result, because when you know that, it will be easier for you to replicate the result again and again on an ongoing basis. From: https://www.sparcmedia.com/blog-5-steps-on-how-to-optimise-your-digital-advertising-campaigns/

Minding Your Business 7 Subject Line Tricks to Get Your Emails Opened

Presented on US Sports Net By Yahoo Small Business!

By: Holly Chantal

Building your subscriber list can seem like a daunting task and it never seems to grow fast enough. Many coaches try to find short cuts and ways to get a few subscribers under their belt right off the bat to give them momentum. What they don't know is that by cutting corners, they end up paying more for dead leads and sometimes even drive potential prospects away. Business Mail - Get 1000 GB of Free Space w/ Yahoo Business Mail! Are you committing any of these list building follies? • You turn off your double opt in option and add everyone you know to your list. • You send an announcement email to your current customers or friends letting them know that you've added them to your newsletter and that they can opt out if they want to. • You collect business cards from people you meet, and add them to your list so that they can learn more about what you do. • You surf around the internet and find groups where your target market hang out, and add their email addresses to your list because you know they need what you have to offer. While all of these things may seem like a super easy and fast way to build your list, they can completely sabotage your efforts, and annoy your potential prospects. Here are some reasons why you shouldn't cut corners when building your list, and why double opt in is the way to go! You pay for numbers With most list management services your fee is based on the number of subscribers that you have. So for you, it's better to have 100 people that have signed up and have interest in what you have to say, than 1000 people that don't remember who you are and so don't open up your emails. You get more quality leads By using a double opt in system your end up with more quality leads because the person has to open your email in order to confirm their subscription. So they are already expecting to hear from you, and show that they are interested because they click on your link. It's easier to switch providers There always comes a time in a coaches career where they decide to go with a different list management service, and then they hesitate because they don't want to lose their list by making them have to opt in again. When you have a list that has double opted in, most services have ways to transfer your list seamlessly without your subscribers even knowing or having to re-opt in. Those are three great reasons why double opt in will serve you better in the long run. If you are concerned or are hearing that people aren't realizing that they have to confirm their subscription then that may be the way your confirmation email is structured. Make sure you write something like "Action Required" in the subject line, and make sure that the email is very clear that they need to click the link in order to continue to get communication from you. Your list can be one of your most valuable assets for selling your coaching products, creating joint venture partnerships, and building a lasting relationship with your prospects. Don't muss it up by committing one of these list building follies. Take your time and do it the right way, it will serve you better in the long run.

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