Step 1 – Targeting Strategy

To begin, set your campaign up with individual strategies for age, demographics, interests, behaviours, or any other target criteria you use is crucial. This is so that each parameter can be tracked individually, and you can optimise them in and out depending on the performance.

Make sure that your targeting strategies are in-line with the campaign brief provided by your client so that you can give them insights on the things most important to them.

Step 2 – Advertising Research

Simultaneously derive insights from qualitative market research based on the product you are advertising and the consumers you intend to target.

Additional information from market research about the product and the audience’s psychographics will broaden the targeting funnel, further assisting in better results.

Step 3 – Advertising Insights

Start observing key activities such as the impact of the time of day, the day of the week, placements, and performance of URL/sites as they play an essential role.

You should also track consumer reactions toward each component of the advertising campaign. For example, if you have five creatives in circulation, instead of bundling the engagement rate and seeing the overall for all five, have them split out so that you can understand which executions get more significant levels of engagement. 

Pause the less effective ones and focus on the 2-3 with tremendous success. This will ensure a more significant overall engagement rate and insights into the creative types your audience responds to.

Once the campaign is up and running, analyse it for two weeks before making adjustments. You need to ensure that the optimisations you make are based on a statistically relevant level of data.

Step 4 – Optimise

After two weeks, optimise the campaign towards the parameters mentioned in Step 3

The process of optimisation can include:

• Higher bidding or allocating more budgets towards the URLs that generate higher engagement (CTR, views, conversions);
• Pausing the under-performing line items;
• Bidding higher at the most active hour of the day provides maximum engagement;
• Increase spending towards the best performing strategies (gender/age/interests);
• Optimise spending daily until the campaign ends.

Step 5 – Analyse 

When the campaign has finished, analyse the results and deliver post-campaign insights to help clients grow their business with effective decision-making.

Valuable insights include:

• Information around the engaged audience in comparison to the targeted audience;
• Information on which creatives performed and why;
• Information on which strategies were performed and why.
  
  

Wherever possible, overlay this with market data.