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Advertisers know that the status quo will never be good enough. Whether or not you’re achieving your objectives, there’s always room for improvement. Below are a list of eight digital advertising campaign optimizations to get you started.
1. For SEO — Leverage Competitive Data
Identify keywords your competitors are ranking well for and implement a plan for adding content to your brand’s website to compete for these organic keyword rankings. There are a number of free tools that allow you to enter a competitor’s URL and search their anchor text, enabling you to analyze your competitors’ SEO strategies.
Review competitors’ link profiles, too. Using similar tools, you can identify competitors’ top links and high-quality traffic sources. Secure links from these sources to boost your authority, organic search rankings and organic traffic.
2. For Social Media — Use All The Targeting Data You Can
Combine consumer data with records you have about social media engagement, website visitors’ email opens and more to segment your audience and target individuals who are most likely to convert on social media. These segmented audiences will help you identify which social media platforms your brand should use for both organic and paid social strategies. By identifying your audience’s favorite and most used sites, you’ll better understand how and where to engage them.
Most large social platforms allow targeting by geography, age, interest and other attributes. “Lookalike” targeting is also available on some platforms, giving you the ability to find and target audiences that match characteristics of your current consumers.
Digital Media Solutions (DMS) is a leading provider of technology-enabled digital performance advertising solutions connecting consumers and advertisers. The DMS first-party data asset, proprietary technology, expansive digital media reach and data-driven processes help digital advertising clients de-risk their advertising spend while scaling their customer bases. Contact DMS today to learn more.
3. For Creative Execution — Implement A/B Testing
From social ad copy to landing pages to emails, A/B testing should be used to hone your digital marketing efforts. While you can use your intuition to start, you should also be ready to adapt to elements that perform well.
When implementing A/B testing, test one thing at a time. This way, you can identify which variations deliver the best results. Be sure your brand receives enough volume and conversions, but conduct the test for the shortest time period possible to omit external factors that may impact results.
Keep the content that works best from your latest A/B testing, and test again to find the new best content.
4. For Paid Search — Designate Tiers For Your Geotargeted Campaigns
Structure your paid search campaigns based on zip codes and keyword performance instead of with broad targets based on radius or state/country that include individuals who aren’t in your target audience.
Designate tiers based on your targeted audiences. Your first tier, where the most spend is applied, should include individuals who have historically performed well. Your second tier should include individuals who have previously shown interest but have yet to convert, and your third tier should include an audience that your brand is trying to break into. Your paid search budgets should decrease as your tiers drift further from the highest-quality prospects.
5. For Email — Set Up Tracking Before You Send
Organize your metrics before you send emails. You will need all the data you can get, like deliverability, open rate, open-to-click rate and most-clicked links, to understand your email campaign performance. Track conversions from the first impression to the purchase.
DMS can help you build your email database with opted-in subscribers ready and wanting to hear from you. Want to go broader? Tap into our preferred publisher network to send your branded creative to audiences that match your target profile. Contact DMS to learn more about our performance-based advertising solutions.
6. For Pay-Per-Call Campaigns — Set Up Call Tracking
Track your inbound calls with a whisper and call-forwarding feature. The whispered message and forwarded numbers enable your call center agents to appropriately identify and log lead sources in your CRM.
DMS can scale your inbound call volume with campaigns uniquely designed to match your advertising objectives. Contact DMS to learn more.
7. For Lead Generation Campaigns — Pay More For What’s Working
Balancing quality and quantity will always be on your to-do list, but one simple way to get more of what’s working is by offering to pay a bit more. If, after assessing your current cost per sale, you determine that you can afford a little more, right-pricing your highest quality lead providers may be the answer to scale volume of your best sources.
Do You Need To Connect With Your Audience At Scale?
Digital Media Solutions® (DMS) is a leading provider of technology-enabled digital performance advertising solutions connecting consumers and advertisers.
- DMS First-Party Data Asset: Insights and signals put the right message in front of the right consumer at the right time and place
- DMS Proprietary Technology: DMS proprietary technology connects advertisers with publishers and consumers, tracking digital performance advertising data in real time and offering valuable insight into campaign performance
- DMS Expansive Digital Media Reach: Our expansive digital media reach, encompassing social media, search, display and programmatic, email, Aimtells and connected TV, touches approximately 70% of U.S. adults
The DMS first-party data asset, proprietary technology, expansive digital media reach and data-driven processes help digital advertising clients de-risk their advertising spend while scaling their customer bases.
Do you want to become a preferred publisher partner of DMS? Click here.