When it comes to campaign setups, we’ve seen it all – the good, the bad, and even the ugly. We all know that campaign success is largely determined by strategy, but what does a winning strategy actually look like?
The start of the New Year is a great time to take a look at the health of your campaigns. Use this time of the year to dive into the performance of your creative, your copy, and more to make sure you’re set to drive the best possible success. Follow these steps and you’ll be well on your way to ensuring a profitable start to 2019.
1. Target your audience at every step of their path to conversion
Help drive users toward conversion by reaching them at every step of their consideration phase. We typically recommend including a high-intent audience segment (such as cart abandoners), a mid-intent audience segment (such as products viewed), and a low-intent audience segment (such as pages viewed).
2. Avoid being too restrictive in your segmentation strategy
For optimal performance and scale, try to keep your targeted cookie durations at 30 days or higher. You should also keep audience segments broad enough to capture the majority of your user base. Trying to hyper-focus your targeting on one exact product or one single page of your site can actually hinder your campaign’s ability to optimally perform.
3. Clean up your campaign audiences
Avoid overlapping targeting by only targeting one audience segment per AdGroup and excluding the high-intent segments from the low-intent segments. This will not only prevent your users from being served multiple different AdGroups at the same time, but it also allows you to see which portion of your audience is driving the best performance—giving you more insight and control over campaign optimizations. In the example strategy discussed above, an ideal campaign setup would look something like this:
4. Run with a minimum of our top 6 recommended ad sizes (728×90, 300×600, 300×250, 970×250, 320×50, 160×600), plus a native ad size—and then consider adding more
Don’t miss an opportunity to bid on an ideal user because you don’t have enough ad sizes. The more ad sizes you run across the web, the better chance you’ll have of reaching your best users at the best time—thereby driving the best performance. By the way, did you know native ads have a 9% higher lift for brand affinity and an 18% higher purchase intent compared to regular banner ads? Happy New Year to you indeed.
5. Refresh your creative every 30 days
Avoid ad fatigue by keeping your creative fresh, engaging, and relevant to your audience base. Don’t have a full-fledged creative team to help you with updates? We’re here to help. Provide us with a few pieces of basic information, and we’ll help you build a set of custom created ads, free of charge.
With the 5 healthy campaign tips above, we’re confident your campaigns will greet 2019 already running on the path to success. If the holidays have you feeling overwhelmed, reach out to our incredible Account Management team, who can help guide you through your own unique campaign setup while recommending optimizations along the way.
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