silver – performance campaigns – “we focus on the effect”

Your advertising campaign is not giving the expected results? As many years of experts in running online campaigns, we will help you achieve them. We focus on the effect.

There can be many possible causes, such as:

1. The problem with the creative (the ad banner) – we can divide these problems into those related to the “creative process” as well as those related to “technical”:

a. regarding the “creative process“, there may be a wrong message / advertising slogan that does not fit your target audience; too much information contained in the advertising message, on the creation; no “call to action” (CTA), ie an incentive to interact with the creative (usually it is a click); colors used too – too much, too aggressive or passive, or anything that enhances the so-called “Banner blindness”,

b. as for “technical” – the graphics may be too heavy; it may be the wrong size; does not display properly in all browsers; in addition, the publisher where your ad is running may have “internal issues” that prevent your campaign from displaying properly.

The best solution here will be the preparation of the creation by a professional agency / computer graphic and preparation of the creation, advertising in the search engine or, for example, native advertising according to the so-called The “technical specification” of the publisher / provider of the digital marketing platform that you can inquire about by contacting the publisher directly or by finding it in the “Help” section of any technology vendor you use for your campaigns. These steps should fix most problems. If not, you can always contact technical support, which has recently become easily accessible from the interface of the internet marketing platform you use (such as Google Ads or Facebook Business Manager).

2. Landing page (LP) – each creation leads somewhere. It is very important that this “place” corresponds to the message of your creation (it helps to significantly reduce the so-called bounce rate). It is about consistency with the advertising message, secondly, about placing on the landing page only relevant information needed to perform the desired effect / action. The general rule is “make it as simple as possible.” Therefore, include only the information that you need to best serve your campaign’s purpose (whether it’s “branding” or “effectiveness”). Don’t distract your prospect with anything that might distract them from the action you expect them to perform (whether it’s a presentation of a new product, an event you’re organizing, or a conversion you want them to do (e.g. leaving a lead or product purchase) And remember that all this should be done in accordance with the GDPR policy, i.e. the basic principles of managing the personal data of your users.

3. Mediaplan – proper selection of media, in accordance with the campaign’s goal, budget and target group, with the appropriate selection of marketing platforms to implement the campaign’s assumptions.

4. Campaign setup and execution – Another thing you should pay attention to is campaign setup. So things like choosing the right internet marketing platform (like Adform, Google Ads, LinkedIn Ads or Facebook Business Manager). Each of them can produce different effects and requires specialist knowledge to be successful in the campaign. The person who sets them up is also very important (ideally if it is an experienced professional who will guide you through the entire setup process and advise you on what configuration is best for your campaign goal).

5. Campaign optimization – is a continuous process, previously mainly performed by a human (so-called trafficking), but now usually performed simply by the algorithms of the internet marketing platform. Nevertheless, the “trafficker” should look at the results of the campaign every day and make important changes, such as, for example, changing the creative, use appropriate data to “target” the campaign; exclude websites that are not working well or (which can be very important) choosing the right campaign delivery model, i.e. the way the campaign is executed by the platform’s algorithms.

6. Post-buy analysis – each campaign should end with a “post-buy” report in which the trafficker / analyst analyzes the effectiveness of the campaign and provides feedback on what worked and what did not. Applications should help you plan your campaign better next time.

Our company, Tom Mate, can help you with each of these steps.

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