On Dec, 22 2021
When it comes to multi-channel marketing, understanding campaign performance is everything. Having a diversified marketing mix enables advertisers to reach a wider audience with an integrated message across multiple channels. This approach combined with the ability to aggregate all performance data into a single platform leads to measurably greater campaign success and increased ROI. Year-over-year, businesses with a strong multi-channel approach in their marketing see a 9.5% increase in annual revenue, and a 7.5% decrease in cost per contact, leading to an ever-climbing ROI (Aberdeen Group). So, how can advertisers optimize their digital media campaigns to improve performance?
Campaign Optimization Powered by Frequence
To optimize campaign performance, there are three key factors every advertiser must consider:
- Ensure ads are placed in a high-quality, brand-safe environment by filtering each campaign down to a targeted list of websites and mobile apps. This allows advertisers to visualize exactly where their ad has been placed.
- Monitor all key performance indicators (KPIs) and establish performance-specific goals for each partner organization, advertiser, and campaign using a variety of different approaches.
- Deliver an optimized bid strategy and budget to maintain media spending across multiple campaigns. It's crucial to identify any individual cases of concern and make ongoing recommendations for optimization.
Maximize Engagement with High-Quality Campaigns
For all marketing channels, the quality of ad placement – the content seen by a user when they view an ad – is integral to a campaign’s performance. For example, in 2019, US advertisers spent more than $60 billion on programmatic display advertising. The average consumer in the U.S. sees upwards of 5,000 ads per day. In response to an ever-growing number of digital ads, in 2019, 86 million consumers blocked $20 billion worth of online ads. That’s a lot of ad spend effectively wasted and it’s what makes ad placement so important.
To fully understand a campaign's success, advertisers need to know the quality and relevance of the websites or mobile apps where an ad is placed. Did the campaign engage an audience with content relevant to the moment and deliver the right message at the right time? Or was the ad ignored by consumers?
Using a customized dashboard to integrate the data from all marketing channels into a single report helps advertisers focus on the products and marketing tactics that matter most. An all-in-one platform like Frequence offers both a high-level and granular view of real-time analytics by campaign, ad placement, audience reach, engagement, and similar metrics down to the ad unit level. This gives advertisers a high degree of transparency which allows them to visualize the data in relevant ways.
Measure Performance Across Multiple Channels
Beyond a complete high-level overview, analyzing performance metrics from every angle allows advertisers to evaluate the effectiveness of their campaigns across multiple channels. At Frequence, we determine which performance criteria to monitor based on the individual needs of advertisers and KPIs that are relevant to a particular campaign. Click-through rates, for example, are one of the most common KPIs used across many channels from search engine marketing to social media advertising. In comparison, video ads commonly rely on a combination of website visits and video completion rates as measures of success. The performance metrics for a campaign can vary greatly depending on the advertiser so it’s important for us to work closely with our clients to establish specific goals.
Data tells a story. We use a range of data based on custom targeting parameters and consumer behavior. This allows us to focus on users that are most relevant to a campaign and reach data-driven audiences at scale. Once a campaign is live, we work alongside advertisers to compare real-time performance data against millions of historical data points. This helps us make informed decisions and recommendations regarding how to best optimize the budget and campaign towards its intended performance objectives.
Balance Bid Strategy and Budget with Forecasting
Pre-campaign forecasting is equally important to performance. It gives advertisers a realistic estimate of how their budget can be used to maximize reach and drive actionable traffic. That's where Frequence's powerful suite of time-saving tools comes in handy. Frequence uses advanced forecasting and planning tools, powered by actual data from thousands of media campaigns to optimize bid strategy while balancing budget delivery and campaign performance – two things that are often at odds.
With pre-campaign forecasting, we can turn data into strategy quickly. Using intuitive campaign management tools puts advertisers in complete control of their ad spend, budget tactics, and rules. By removing guesswork with data-driven marketing recommendations matched to the advertiser, we’re able to segment the most valuable components of a campaign and focus exclusively on those. That, in turn, helps deliver the entire scheduled budget while simultaneously optimizing campaigns for the best possible performance.
Multi-channel marketing exponentially increases the reach of a campaign, connecting customers across a variety of channels and devices. This diversified approach enables advertisers to reach consumers when and where they are most receptive. In turn, this drives campaign performance and leads to deeper insights.
At Frequence, we believe campaign performance is everything. That’s why we create smart, focused digital campaigns to help make programmatic ad buying possible for smaller local businesses. The data is out there, and we want to help advertisers put it to work.