Creating a successful campaign is hard, especially when everyone is competing for everyone else’s limited time and attention. What’s even harder is sustained success—to be able to replicate previous successful campaigns in order to grow and scale your business.
Objective
First, you should know that success can mean many things. It can be more and more conversions for an online course that is just starting out or positive brand awareness for learning platforms that are pivoting to a new direction.
The more specific the goal, the better. Some of the goals you can have for specific campaigns include:
- Re-engage with previous site visitors
- Build awareness through video ads
- Widen reach by expanding the region where the ads are served
- Increase mobile conversions
- Decrease customers dropping off from the conversion path
- Drive customers to on-site location
- Improve website traffic
Campaign Type
By knowing the objective you’re seeking, choosing and focusing on a certain campaign type becomes easier. There are different types you can choose from—Search, Display, Video, Discovery, App, Shopping, and Local. Oftentimes, these campaigns work in synergy with each other in order to deliver the best results that can help attain your overall goal of growth.
Set up and choose your elements carefully
The world of digital advertising is a world of choices. One option leads to a drastically different result. As such, expert hands who know the effects and consequence of each choice is vital for the success of not just your ads and campaigns, but your overall business.
One of the most salient choices you need to make for your online marketing efforts is your budget and bidding. It’s a delicate balance between the two and there are many strategies you can implement for the most optimum campaign.
Improve your ads
Google provides many avenues in order to power up your campaigns. A couple of these include ad extensions and ad groups. Extensions boost clickthrough rates because they provide additional context and information to your ads’ viewers. For example, store directions, phone numbers, or website links. Ultimately, you can choose which extension fit your campaign the most.
On the other hand, ad groups help organize your ads for extra specificity and personalization when it comes to targeting. This is done so that they can perform better and be shown to the people most interested in them.
Targeting
Imagine ads as a fishnet. You can probably cast more fish with a large mesh than a finer one. However, that doesn’t mean that you get the most qualified leads that fit the learners you’re looking for. That could mean lower conversions and higher CPLs and CPAs.
What targeting does is it helps you optimize campaigns in order to set the most effective strategies for the best-fit people. We’ve laid down some of the options for audience targeting in our article here.
Tracking and Improving
As the popular maxim goes, what gets measured gets managed. What this means is that by being aware of where things are improving or stagnating, you can get a better sense of the health of your campaigns and the effectiveness of the ads.
Utilize this information to either launch future campaigns that can build upon your previous efforts or correct mistakes and avoid efforts that aren’t worth the investment.
