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Optimise Ad Spend with Targeting & Analytics

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Businesses don’t operate in a one-size-fits-all marketing environment anymore. They have different types of customers, sell different types of products, and their customers come from different locations or industries. Consequently, there’s a growing understanding that there isn’t one golden pitch that you can offer to these prospects to convince them to buy your products or services. Instead, you have to personalise what you say to them based on their situation, who they are, and on the channel they’re coming from.

Advertising Budget Trends

Over a quarter of your marketing budget is being spent on display adverts to drive relevant quality traffic to your site. At the same time, 44% of B2B companies are looking to increase their display budget. This means that actual display advertising and the concept of retargeting are becoming popular.

According to a new study by Chango with Digiday, 45% of marketers are somewhat successful in their mobile retargeting. Mobile advertising is always growing much faster than desktop advertising. Marketers are slowly adapting to that, but they are not entirely successful. They’re also not entirely successful in measuring and understanding what’s going on in the mobile retargeting world.

Advertising Flow With Targeting and Personalisation

Real-time targeting and personalisation let you understand whether you’re getting the relevant people from your ads. It also shows you which ads are driving the right people. The first step in targeting is making sure that you’re driving the right people and highlighting the advertisements that you should put more budget on. Sometimes, it’s not the most popular ads driving the most visits or the most clicks. Therefore, your most popular ad is not necessarily your best ad and is not necessarily where you want to increase your budget.

If you’re a B2B focused on health and finance companies, you want to highlight ads that drive these organisations to your website. If you’re in B2C, focus on those companies that buy your products, show a keen interest in your product, or that belong to a specific persona.

The second step is to engage them intelligently when they come to your website and try to convert more of them. It would be best if you did not try to convert the prospects on their first visit or on the first encounter. This is not a one-time punch where you give it your best shot, and either you get it, or you don’t get it. Instead, it’s all about a continuous conversation.

How to Drive the Right Visitors

Companies have become pretty good at driving traffic to their websites. However, if you’re not driving the right people, then it’s not going to help all of your efforts in converting them. These are not the relevant prospects that you want to convert.

So, while the numbers seem to be okay in many cases, are you really driving the right visitors? Can you identify the ad group that has driven more prospects and resulted in a successful conversion? Your best course of action is to inspect visitor data to see how and where your site traffic is coming from.

Behavioural Flow

The behavioural flow consists of charts that are all available in any web analytics platform. They show you how all those prospects that came in from a specific vertical behave. They also show you the starting landing page they came on, when they dropped out, and their second or third interaction. Behavioural charts can help determine how your content is performing and in knowing what your prospects are doing on your website.

How to Engage and Convert More Visitors

How do you optimise your website to the prospects that you’ve identified? Assume somebody came from a paid campaign or even from an organic search term. You can automatically change your marketing data when that person comes onto the site because you already know their behaviour. You will be able to deliver personalised websites and experience for them because you see the web page or product that they are searching for.

Landing Pages

Landing pages are a prime location for lead capture. They usually have a strong call to action message, sign-up form, and maybe an excellent graphic. Your ideal objective is to get a person to fill out the form, download the incentive, or leave their details with you. Your landing pages will be sending in visitors from different types of sources, whether it’s from your social campaigns or email campaigns. Optimising your landing page can help you speed up that process and lower the cost per lead. That’s because you paid money to an e-commerce marketing agency to get the prospects to your site.

There’s always a lot of work on the actual wireframe, and you should try to optimise the way it looks. Always focus on how many fields you have in the ‘contact us’ form and how big the headline should be. But at the end of the day, everyone coming to your landing page sees the same page and the same call to action regardless of who they are. Not only can personalisation customise landing pages based on company, location, industry, behaviour, and source campaign, but it can also help you run A/B testing. These tests can give you essential information about your audience. Therefore, you should try a few calls to action and see which one is working better.

Marketing Challenges

99% of first-time visitors are unknown or anonymous. That means they aren’t aware of who you are. You should engage them with the right piece of content and know who they are at the early stages.

You may be getting in a lot of traffic, but most of it may be a lot of non-relevant traffic. You need to be able to promote the right messaging to them to improve your conversion rates. The right messaging will also help you with ideas of how you can measure the success of your advertising campaign.

Getting Started

Personalisation from the right e-commerce marketing agency works on any website, any content management system, and any types of landing pages. It doesn’t have to be a landing page, SharePoint, or WordPress.

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