How Do I Increase My Ads Performance?
There are many ways to increase the performance of an Ads account but where should you start? Start by getting S.M.A.R.T. and then evaluate how conversions are being tracked in an account. This is a philosophy that can be continually be revisited by business owners and marketers. As businesses evolve so must their marketing strategies and perspectives.
First and most important is to set a or multiple S.M.A.R.T Goals. S.M.A.R.T. stands for Smart, Measurable, Attainable, Relevant, and Timely. The most valuable aspect of digital marketing is the ability to track everything at a granular level. Tracking loses efficacy when setup without a clear purpose. Document these goals carefully so that it’s clear for all individuals participating or analyzing the account. If there are clear and precise goals, it’s time to make sure that there is at least one campaign dedicated to each individual goal.
Now that we have our goals documented, prioritized, and organized in the shape of campaigns let’s talk about performance. Performance can be measured by multiple metrics and depending on the goals established will determine which indicators are key. These KPIs (Key Performance Indicators) are going to be dependent on the tracking available. To increase the performance of the account we need to first increase what we’re tracking. Macro conversions are important but don’t overlook the micro conversions. There are 4 major ways to track conversions in Ads and 5 in Analytics; even more options when getting creative.
Utilizing as many of these conversion types as reasonably possible is key to increasing performance. Consider “A view of a key page”, “watching a YouTube video”, or “percentage of a page scrolled” mixed with “session duration” as meaningful traffic. Identifying a path of micro to macro conversion will make it easier to create a path for future macro conversions. If every “mobile click to call” or “offline conversion” can be measured by either Ads or Analytics, the customer’s journey will be well documented and it will increase the chance of duplication.
Now that the strategy of the account has been formulated or solidified the account can proceed to be optimized post launch. There are an infinite number of strategies on how to manage an account, campaign, bids, etc. Unfortunately, there is no one size fits all strategy when referring to the structure of an account. However, request a free analysis for in-depth analysis of your marketing strategies.