We’ve seen it time and time again where we take over a campaign and are surprised that things weren’t setup correctly and Google Analytics wasn’t being properly used. A quick analysis can be done to ensure correct setup and that best practices are implemented. The following are some of the biggest issues we see with digital media campaigns.
Anytime an agency or media partner accepts running a single creative and landing it on the homepage, it’s a red flag. You have a lot of attributes and need to share them. Segmented campaigns by audience and creative variations are the only ways to find out what will work. We recently ran a campaign on two platforms with four retargeting and four keyword targeting segments, each with its own creative map. Example, if a user is on the outdoors page they will get a sequence of ads about specific attractions then a follow up with an accommodations options, but if they go to the “things to do” page a different sequence of ads are delivered.
Similar to one ad variation, if you aren’t testing different platforms along with other well setup tests, you may never know what works best. A savvy marketer will have a good idea what tactics will work best going in but sometimes be surprised and need to make smart adjustments once trends are noticed.
Whoever runs your programmatic or social media should know what happens after the click. It may be the most important thing along with attribution by channel. Goals and event trackers are a must in Google Analytics. Creating custom reports along with the proper UTM tracking can develop insights you may not know exist. Annotations. Benchmarking. Dashboards. Connecting to other platforms. The list goes on with what you need to pay attention to and most don’t take the time to do it the right way. They just deliver an empty click.
Making Google Analytics and the algorithms in our platforms work best requires proper tagging that is built methodically. When done correctly, a campaign will be easier to steer toward maximum performance, because you can break down performance in 8-10 ways to really put a microscope on what worked best. Maybe landing people on the outdoor adventure page from the creative with the iconic landmark image and headline A from Charlotte from a keyword prospecting campaign is what works best. Other times it’s a family in front of scenic shot. Proper tagging takes away the guess work.
Content is important, as every conference reminds you. What is equally important is scheduling the content and getting it out on a regular basis. A schedule could be as simple as a spreadsheet with a monthly blog post based on upcoming seasonality. Then the content will be distributed through multiple sources like your monthly newsletter, a Facebook post and a medium size ad campaign.