Basic Tips to Run Better Campaigns

Written by Ted Dhanik

There are a host of options to advertise with, but you’ll waste a lot of money trying to figure them out if you don’t develop a system for yourself. Even though ads and creatives are different for every promotion you run, the process for running these campaigns should remain relatively constant. It’s helpful to envision what your campaign’s goals are. For example, a campaign that is set up for conversions will send customers to a landing page that is high converting, and moves them to other pages for upsells. A branding page will focus on delivering excellent content or a compelling offer.

Before you get into advanced tactics like retargeting, understand how to increase leads with these tips.

Segment Campaigns

Segmenting campaigns by keyword allows you to track activity by user query, a good indication of the interest for your topic. Keyword campaigns can be equally effective for conversions and branding. In a conversion-based campaign, the user’s query helps inform the content that will be on the page. For example, “car insurance rates” may lead the user to a rate table where he can choose from several quotes. Insurance organizations who want to increase brand potential may run an ad to a page that discusses how customers receive the best rates by using their service.

You can also segment by targeting method, choosing whether to show text or display advertising. Segmenting also helps you reach demographics from a specific location, or with specific interests.

Manage Targeting

In order to segment by demographic, you must first define the qualities you’re looking for. Most paid-traffic platforms offer some form of demographic targeting that you can utilize. Try to target:

• Interest: what is the customer likely to be searching for? Usually, the interest corresponds with your product or service, like financial news and home refinance offers.
• Age group: Certain age groups are more likely to visit certain websites. Knowing the age group that primarily buys your product or service helps you narrow your filter and target them.
• Location: Location may correspond with a service, like a painter who can only service people in the area, but it might have some other usage too. For example, health insurance programs are often available in one state but not all states.

Target some or all of these segments in your banner advertising, and you’re likely to see better returns. It also helps you to know these qualities about your customer base, as you can quickly expand into other networks when it comes time to scale your efforts.

Bio: With over fifteen years of experience in the direct marketing space, Ted Dhanik is an expert in sales. As the co-founder of engage:BDR, Ted Dhanik has helped businesses leverage the power of the Web to increase sales. Locate Ted Dhanik online to increase your business leads.