How to manage and optimize an online marketing campaign?
If you are engaged in online marketing of websites, you will have to deal with more things than the occasional use of a social media campaign. Think of more visitors to your site, more channels that you can use. And you have much more data to analyze – a few tenths of a percent improvement in the conversion rate has a lot of impact.
So many things to take into account. That is why I would like to explain in this article how you can manage, analyze and optimize your large online campaigns in 6 steps.
- Goals and budget to achieve your set goals
The moment the website plays a major role in an organization and makes a substantial contribution to the business goal, it is likely that the website will also receive a target to achieve the total business goal. That is of course positive: the website is taken seriously. Once the goals are known, it is important to make clear what you need in terms of budget to achieve these goals. Being ambitious is good, but also be realistic because you are ultimately judged by those goals.
- Determine your online marketing channels
Your budget is known, now you can divide this over the online marketing channels. You prepare an online marketing plan for the year. With this you create structure and overview for the entire year because you divide your target and budget over the months.
If you are going to use multiple channels, you must look carefully at their purpose. Because not every channel is at the end of a visitor’s decision process. Before someone converts, he may have made several visits to the website. For example, he was looking for product information, or wanted to know what the delivery times and prices are. These visits can be made from different channels, but they do contribute to the final conversion.
A display campaign often has the objective of creating awareness. A Google Ads ad is displayed when someone is specifically looking for an answer to their question. It is therefore logical that the display campaign leads to a higher CPA than Google Ads campaign.
From organic traffic you want to ensure that you are found better in terms that are important to you. This way you get more visitors to your website. Make sure that you don’t pay for every channel on the overall CPA, because every channel has a role to which a different CPA belongs.
- Create an online media plan
Now that you have clarified your annual target, your budget and the channels that you are going to use, you can nicely process this into a (monthly) online media plan. What you do here is to indicate per channel how much budget you make available per channel, which goal you want to achieve, which KPIs are important. This forms a total plan with which you start the month.
When you are busy for a longer period of time, you will increasingly get a feel for the relationships between the channels and what those relationships should be, what good CPAs are and how you can use your budget as optimally as possible.
- How do you analyze your online marketing channels?
After the first month, for example, you can analyze the results. The most important numbers that you initially look at are conversions and CPA. They must ultimately ensure that you work towards achieving your overall goal. Depending on whether the CPA is level or too high, for example, you will zoom in on the channels. This gives you insight into which channel ensured that the CPA was good or too high.
- Optimize your channels / campaigns
It is of course not the case that every month the channels and campaigns stop and are redesigned, this all continues to run. What optimizations are in, for example, is in budget. Suppose your total CPA has been too high, but you see that the CPA was lower within Google Ads, then you can, for example, choose to do a budget shift from another channel to Google Ads.
After all, your Google Ads campaign has achieved results and with more budget you can probably achieve more conversion with a good CPA. In addition to analyzing and optimizing your overall performance, you will naturally also make your analyzes for each channel and determine and implement your optimisations based on this. You can process the results and the specific optimisations in the media plan for the following month. That way you are constantly working on achieving your target and making the best possible use of your online marketing channels.
- Onsite optimizations
In addition to your online campaigns, it is also important to analyze and optimize your site if necessary.
Look critically at your bounce rate, both overall and at channel level and on landing pages that you use in your campaigns. Setting up target hoppers to find out where people drop out in the ordering process is also of great value because it gives you insight into where you need to make adjustments to improve the flow to conversion.
You have a large website with multiple channels that you use. Making a (media) plan gives you structure. The performance will not be the same every month (for example, seasonal influences). The CPA may therefore be higher than the target in certain months. This does not have to be a problem at all if your CPA is good throughout the year. If during the year it appears that your overall CPA is well below target, you can even consider lobbying for more budget. This is because you can realize more numbers (and sales) for the company at a CPA that is at or below the stated amount.
I wish you the best of luck and enjoy creating your online media plan, your analyzes, optimisations and achieving your goals!