Posts tagged online advertising
5 Steps to Set Your Advertising Intention in the New Year
Set your advertising intention

What do you want to gain from PPC advertising in 2019?

What do you want to gain in 2019?

One of my favorite hobbies is attending a yoga class after work. At the start of every class, the instructor addresses the class and proposes that I breathe deeply, pause, and set my intention asking, “What do you want to gain from the next 75 minutes?” January 1st presents a similar situation both personally and professionally. We pause and we set our intention. What do we want out of the next 365 days?

At Delegator we’ve paused to set our intention for the New Year and we’re focusing on empowering and informing our clients and other advertisers by providing more content. As an ad agency, we’ve already committed to account performance and client service, and we always will be. We find so much energy by helping our clients reach their next goal and this new intention to inform is our way of giving back.

Maybe you’ve already set your business goals for 2019, or maybe this is a pleasant reminder that you get to start something fresh. Whatever your situation is, breathe deeply and consider these steps as a way to make sure you’re getting the most out of your resolution, and your PPC advertising.

1. Set an intention and never forget the purpose of the decisions you are making. Advertising can quickly become complicated. Businesses have so many selling points and it’s tempting to try to cover all of your bases when you create an online advertising plan. Instead of getting ahead of yourself, ask first, “Which results do I need to make this ad campaign a success?”

The answer to your question could be purchases, brand awareness, website traffic, leads, and so much more. Keep your objective in mind at every step from planning to reporting to ensure that you are reaching your goal. (Let’s consider that the intention we’re setting through these next steps is to get more sales in 2019.)

2. Determine your audience by the action they should take when they see your ad. A user that has never seen or heard of your brand may not be willing to make a purchase right away, while a returning user may be ready to punch in their credit card information. Anticipate what a user will do when they see your ad, and segment t users into groups by that action.

3. Create campaigns by objective then sort your audiences into the appropriate campaigns. Always ask, “How can this audience play a part in reaching my goal?”  Is your audience ready to make a purchase? Create a campaign for purchases. Are you trying to win over a new user? Create a campaign for traffic and send users to a landing page on your site that makes them feel at home.

4. Write ads with action and direct your audience to follow your intention. Win over your audience by addressing their need and then tell them the next steps to take. Be kind/creative/alluring in copywriting, but don’t be passive. If a user is in a purchase campaign, your ad text should say “Shop now,” but a user in a traffic campaign may need to simply “Learn More.”

5. Review results by Key Performance Indicators. If your campaign objective is to inform an audience for the first time, with the intention of the user making a later purchase, your ad may not have a lot of purchase conversions—that’s ok because you wanted that audience to click to learn more, remember? Consider your campaign objective when you review results, then measure success.

Did you set your advertising intention for 2019?

The advertiser in me honors the advertiser in you. Namaste. 🙏

How Do I Measure Remarketing Performance?

How do you know if you’re remarketing well? This is a tricky campaign to measure, especially since it’s more likely to play a big part in assisted conversions compared to any other campaign. For ecommerce clients, the “Time to Purchase” report might help give you some insight into how remarketing compares to the typical conversion cycle for last-click conversions. The “Time to Purchase” report (categorized under the Ecommerce Conversion reports) has two views: “Days to Transactions” and “Visits to Transactions.” These two reports together give you a sense of just how engaged remarketed users are within the conversion cycle.

   Photo: Company A remarketing results showing low engagement.

In the above report to the left, 18.18% of remarketing transactions have occurred 7-13 days after the initial visit. However, we see to the right that most remarketing transactions occurred in less than 4 visits to the site. What we’re seeing here is that, potentially, one to two weeks can go by with few visits back to the site before a remarketed customer will convert. This company may be interested in trying to close that time gap with a more robust remarketing strategy.

Alternately in the example below, most remarketing transactions occurred less than 4 days after the initial remarketed visit, yet a significant portion of visitors come back to the site 7-25 times until they convert. These visitors are highly engaged for fewer days. The company below had remarketing results much like what’s shown above until we put an expansive remarketing strategy into place. Now remarketing brings in a significant portion of last-click conversions and assists in almost every AdWords conversion.

   Photo: Company B remarketing results showing high engagement.

Take a look at your "Time to Purchase" reports. If it looks like you’re not getting much engagement through remarketing, it might be time to rework or start up a new strategy. If you’re not sure where to get started, let us know so that we can help.