Are you struggling to see results from your marketing campaigns? Then you're in the right place! We have the top five insider advertising tips for the rest of 2022 that offer you better solutions for landing more conversions.
The customer path to purchase is complex but rewarding when you thoroughly understand the buyers' journey. The following advertising tips will emphasize the importance of consistent customer touchpoints, having a data-driven marketing strategy, and the benefits of working with a platform-agnostic media partner.
1.) Know Your Customer's Path to Purchase
The path to purchase can be complicated and challenging for brands to keep up with. However, the better you understand how your customers move down the funnel, the easier it will be to see where you can improve.
After all, today's consumers interact with brands in many ways. According to Think With Google, brands can expect consumers to interact with them at an average of 24 touchpoints before purchasing.
This is why an omnichannel approach is best. It keeps all of your marketing messages, interactions, experiences, etc., cohesive and consistent throughout all channels. When done correctly, a solid omnichannel approach can lead to an average 89% increase in customer retention and an 80% higher rate of incremental store visits.
2.) Define the Right Goals
The goals you define at the beginning of any campaign will (and should) drive everything you do from that point on. It's essential to your success, with reports finding that those who set goals are 376% more likely to report success, with at least 70% achieving them.
Start by identifying which goals you want to achieve in your marketing and move prospects where they need to go to complete calls to action.
Your marketing initiatives should correlate with the action you want your consumers to take. If you want them to fill out a form or make a phone call, you may want to consider SEM and different social media platforms. These channels will build meaningful connections that encourage more people to fill out a form or make a call.
3.) Align Your Advertising to Your Customer's Path to Purchase
Your customer's path to purchase has at least three stages worth considering: the awareness, consideration, and purchase stages. Each step will require different strategies and tactics that are consistent and cohesive for each consumer through each part of their journey.
Using an omnichannel strategy to reach prospects where they are in the funnel is the best way to align your advertising to your customer's buyer journey.
Some practical and proven omnichannel strategies for each stage, for example, include:
- Awareness Stage: Targeted Video
- Consideration: Social Media Marketing
- Purchase: Paid Search Ad
4.) Focus on Return on Ad Spend (ROAS)
,Are you tired of wasting ad dollars? This is where return on ad spend (ROAS) comes in. Using the insight you receive from this marketing metric, you will be able to understand the effectiveness of your digital advertising better.
You calculate it with the following formula: ROAS = Total Campaign Revenue / Total Campaign Cost.
Using what you learn from that calculation, you will then need to:
- Focus ad spend on media that converts with the lowest cost per conversion.
- Optimize your efforts with what works and do less of what doesn't.
- Cast a big net and then narrow down target customers.
5.) Evaluate Campaign Performance
By now, most marketers understand the importance of evaluating your campaign performance — not only can it inform future decisions and improve outcomes, but it can also impact your advertising in real-time. Today, you can see how you're performing during a campaign and use that knowledge to make meaningful changes to improve.
Focus on evaluating meaningful metrics like:
- Programmatic View-Through Conversions
- Social Cost per Click, Conversions
- Search Cost per Click, Impressions, Conversions
- Video/CTV Completion Rate
As far as metrics go, impressions and viewability have only slight importance to the success of your campaigns because they alone don't matter much. Take, for instance, Where's Waldo: Waldo is 100% in view, but is he standing out? So, your ad may be in sight, but did people see it?
As for clicks, display ads are an excellent example of marketers spending billions annually, but people rarely click these ads because they will be taken away from what they are doing (or they are skeptical about clicking). For these reasons, make your campaign reviews about the metrics that matter, like the completion of ads and conversions.
Bonus Tip: Choose the Right Partner
Before implementing these five tips on your own, consider finding the right partner for your advertising.
We understand, it isn't always easy to find the right partnership for your business and advertising needs, so we gathered to top features you should look for in a partner:
- Transparency
- Data-Centric
- Platform-Agnostic
- Conversion-Based
And since we know that all of these features are important to a successful partnership, you can always rely on these features when working with CoxNext.
