Digital marketing campaigns involve not only creativity but also strategy, testing, and optimization. Their goals are always conversion. Behind this, there are essential elements that must be considered to increase this rate and obtain a higher return on investment. For this, it is necessary to plan and execute them intelligently. This article will explore the main elements that make a digital marketing campaign successful.
1. Segmentation: Well-Defined Target Audience, Better Conversions
What is segmentation?
It is the process of defining the target audience. At this stage, it is studied which people the campaign should reach. This allows the advertisement to be shown to the right people, optimizing the investment and increasing the chances of conversion.
Types of Segmentation
Target audience segmentation is one of the main factors for the success of a digital marketing campaign. There are several ways to segment an audience:
Broad: it is directed at a more comprehensive audience, ideal for initial tests and data collection on public reactions. This helps to understand which strategies work best to adjust the campaign based on concrete data.
Specific: when the audience is already well defined, more detailed segmentation can be used to reach users with particular characteristics. This can include interests, behaviors, or demographic data, such as age and location, for example.
Timing: determining the best times to reach your audience can significantly increase engagement. For example, times when people are more active online are crucial moments. This depends on the country you are advertising in and the habits and customs of your target audience.
Language: targeting ads in different languages is essential to ensure that the audience clearly understands the message. It is necessary to consider the markets and the languages spoken in the regions where the product or service is being advertised.
Tools to Help in Audience Analysis
Finding the target audience is sometimes not a simple task. To facilitate this search, there are tools that make the process more efficient.
Some options:
1. Traffic Estimator and Statistics from PropellerAds – it is possible to check the performance of all available traffic for the chosen segmentation settings and access detailed statistics in real time. This allows tracking performance metrics and audience responsiveness from the beginning of the campaigns.
2. Web Analysis Tools – Platforms like Google Analytics, SEMRush, HotJar, SimilarWeb, Ahrefs, Qualaroo, and Optimizely help to obtain detailed insights about the audience's behavior on a particular website or other online channels.
3. Competitor Comparative Analysis – tools like SimilarWeb and SEMRush allow analyzing the performance of competitors and better understand what is working in terms of digital strategy.
4. Social Media Analysis – when conducting paid campaigns on social networks, various statistics are available to help measure the engagement and effectiveness of the campaigns. These platforms provide valuable data to adjust and improve results.
5. Traditional Surveys – although they may take longer to collect data, direct surveys with the audience can be very useful and revealing. Asking the audience directly what they like and how they prefer to be approached can bring valuable and unexpected insights.
2. Auction Models
What is an ad auction?
It is the process in which advertisers compete to display their ads to users in real time. When a page is loaded, the auction system analyzes the bids from various advertisers who want to reach that specific audience. The ad that offers the highest bid, considering factors such as relevance and quality, wins the auction and the ad is displayed.
There are different bid models that define how ads will be charged and displayed. The main ones are:
* CPA (Cost per Action): the advertiser pays only when the user performs a specific action, such as filling out a form or making a purchase. It is ideal for those who want to ensure that the investment is directly linked to results.
* CPM (Cost per Thousand Impressions): payment is made for every thousand views of the ad. This model is interesting when the goal is to increase brand visibility, as the advertiser pays for exposure, regardless of the number of clicks.
* CPC (Cost per Click): the advertiser pays each time a user clicks on the ad. It is a good method for those who want to attract traffic to a specific website or page, paying only for effective interactions.
3. Ad Formats
Various types of ads can be used in marketing campaigns, some being more effective depending on the type of audience and platform. The main formats are:
* Push Notifications: these notifications appear directly on the user's device screen (mobile, tablet, computer) and are highly effective in immediately capturing attention.
* Pop-under: a format in which the ad window or tab opens "underneath" the content the user is browsing, being seen later, when the main window is closed.
* Interstitial Ads: are full-screen ads that appear in transitions of pages or phases within apps, usually offering an opportunity for great visibility.
* In-Page Push: are push messages displayed directly on the page the user is browsing, which can ensure more immediate engagement, as the user remains within the site.
* Exit Survey: launched by PropellerAds in 2023, this format helps to attract the most engaged audience that visits an offer right after participating in a survey on the same or a related topic. This format offers extra segmentation based on the type of survey conducted, such as finance, giveaways, or social. However, tests indicate that users tend to convert well after all types of surveys, resulting in an active and interested audience, regardless of the chosen segmentation.
4. Creative Elements
For ads to be effective, they must contain certain creative elements that capture attention and induce action. These elements include:
* Images: the use of high-quality images is essential to attract the audience's attention and convey the message more quickly and impactfully.
* Colors: the choice of ad colors can make a difference in audience engagement. Different colors and tones can provoke emotions and reactions.
* Text: the textual content should be direct and impactful, clearly conveying the value or proposal of the ad, avoiding exaggerations.
* CTA Buttons (Call to Action): these buttons are essential to induce the user to perform an action, whether filling out a form, buying a product, or subscribing to a service. The CTAs should be visible, clear, and persuasive.
5. Metrics for Evaluation
To measure the success of a digital marketing campaign, some information is fundamental to be analyzed:
* CTR (Click-Through Rate): percentage of users who clicked on the ad relative to the number of views. A high CTR indicates that the ad is relevant and interesting to the target audience.
* CR (Conversion Rate): percentage of users who performed the desired action, such as signing up for an email list or purchasing a product after interacting with the ad.
* ROI (Return on Investment): measures the financial return of the campaign compared to the amount invested. It is the metric that shows whether the campaign was profitable or not.
Building a digital marketing campaign with good results requires a strategic combination of elements such as research, analysis, and engagement of the target audience. It is essential to understand the needs and preferences of consumers, using appropriate tools to collect data and adjust approaches as necessary.
By exploring formats like the exit surveys from PropellerAds and adopting humanized communication in interactions, it is possible to create more meaningful and lasting connections with the audience.
With careful planning and effective use of resources, campaigns not only achieve their goals but also build solid relationships, boosting growth and brand recognition in the digital market.
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Source: GMB
