It is imperative that advertisers have a social media strategy or at least a plan before running an ad campaign. Having worked with numerous clients on their ads campaigns, 50% do not have a plan in mind. The only plan they have is how can I make more sales from running ads.
I think we need to take a step back before executing that campaign. Be it online or offline marketing, a plan is the basis of measurement on how successful your ads have performed or otherwise.
During each of my consultancy sessions, I will always ask the question of what is the objective of running the ad campaign and what are the goals the clients would want to achieve.
There is a difference in objectives and goals as far as I am concerned when running ads campaigns. Objectives in general is a main end results that you are looking at achieving. Goals is where you need to quantify the resultant effort of the campaigns.
Let me give you a simple example. Let’s talk about a baking school. The objective is to run a campaign to encourage sign ups for a baking workshop. The goal would be to achieve 20 sign ups for each workshop.
Having a clear definition of both objectives and goals, then type of marketing activities can be catered to the campaign to maximise effectiveness and meet your conversion goals.
Ultimately, data analytics will reflect the kind of engagement and conversion metrics you set prior to running your ads campaigns. However, how you quantity the success of the campaign still boils down to how many people actually sign up and make payment to attend your workshop as in this example.
It is still an offline tracking mechanism unless you automate the whole process. Then the online statistics will be your benchmark on whether you need to tweak your campaign or totally pivot.
In essence, as cliche as it may sound…if you fail to plan, you plan to fail.
Oh yes…just wanted to share this post from Adspresso that gives you a great guide on how to run effective ads campaigns that will help increase your conversion rates.