When it comes to advertising and marketing, analytics are everything. We are in an age of analytics and they are more important than ever before when it comes to the Internet. You can track nearly every action online. Google Analytics is a valuable tool for website owners to learn more about the traffic to their site. You can get a breakdown of who is visiting- when, where and what brought them there.
Advertising is no different. Your campaign analytics are imperative to a successful advertising approach. Campaign analytics serve two main purposes:
Monitor campaign performance: Advertising is not blind. You can track who is interacting with your ad – where they live; when the ad is most effective and which creative option works the best for your demographic.
Adjust media buys in order to increase campaign effectiveness: Advertising is an iterative process. You start by serving various creative designs to test which one elicits the best response; and you can ask all sorts of questions:
- Where? i.e., in which zip codes and targeted geographies.
- When? Are people more responsive in the morning? In the evening after work? Does this change by demographic?
- Who? Which demographic categories respond the best to your ad?
Analytics give you all this information so that you can modify your campaign choices at any time to seek out audience targets that engage with your product. You can do this in two basic ways:
- Increase frequency of ads shown to responsive groups
- Find lookalike” groups that match the audience that engages with your ad
Tracking helps you to learn more about who your audience (target market) really is and create a strategy that is aligned with that audience. You might be surprised to find that the analytics show your audience to be people who you did not assume were part of your consumer base. You could be alienating people without even realizing it.
Reaching Your Audience
When it comes to display ads, you need to reach the right audience with the right message at the right time. You have to make order in what seems like chaos. Tracking analytics will help you do this. You can set and reach goals of brand awareness and sales conversions when your campaign is targeted at the correct audience.
Optimizing Your Advertising Budget
Finally, tracking your analytics will help you optimize your advertising budget. Do you ever wonder just where all those funds are going? Were the ads that you purchased actually served? Did a real person view them? Did the ads reach your target audience? How can you ensure you get a better return on your investment with your next campaign?
There are many questions that come from managing your advertising but with campaign analytics, you can see exactly what is working and what is not. You can see where your efforts are being best served and this will help you make tweaks as necessary.
Remember that online advertising campaigns are as much about building awareness as they are about converting to sales. You need to give your campaign some time to really kick in before you see its full potential and effectiveness.