Whenever starting out on a new campaign or revising an old one, we want to monitor its phases closely. We want to know if it’s working or not and when to change its direction if it isn’t.
Anything in business is either a gamble or a calculated risk. There are ways however to minimize risk and get the most out of that gamble.
This is what I like to call “The Kenny Rogers Gambit”.
Let’s break it down old school with Kenny Rogers for a moment.
Know When To;
How do we Hold the attention of our online market?
First we think about the objective of your online marketing, is it impressions of the brand we want, converted sales or to drive web traffic? Each requires different Google Ad Types.
Pay Per Click is advertising is where we can make that brand shine by using well-crafted ads to provide relevant advertising to customers.
Social Media Marketing can be considered the new word of mouth advertising. It has to be managed properly though or it will just be more spam clogging up news-feeds. Make sure the audience you have is appropriate to the content.
We then give the new campaign a little time after launch to gain impressions, sink in and get noticed.
Make sure the right google advertising network, Search for services, Display, or Shopping for products is targeted.
Regularly we check on the advertising budget reports are we getting the most out of our bids Return on Investment, are some of the popular campaigns running out of money before they reach their potential?
Target the right areas or times the business is operational with google Location Targeting and Custom Ad Scheduling.
How do we know which campaigns to keep and which ones to Fold.
Time for us to weed out the underperforming Ad Campaigns, which ones are getting more impressions and which are getting clicks.
We check which Keywords are getting a lot of clicks, be sure to remove any negative keywords, they will be getting non relevant clicks and costing you money. Make Harry a negative Keyword in our Pottery business for example.
Are we getting a good quality score from relevant Ad copy, landing pages and content? We might get more value for money by tweaking these a little.
Are underperforming campaigns costing us more than they are bringing in, dial those back and divert them to ones that are.
How we learn why it’s not running right, fix it and not get stuck.
At some point we might need to rethink our whole strategy when we know it’s not working. Don’t be afraid of this, it’s not failure.
Look at it as a step in the process of refining it into something that works. Finding out what doesn’t work can be just as valuable as what does.
Analysis is useful however remember time and energy sapping fault finding activities aren’t.
So instead of;
- Taking too long to admit that something isn’t working
- Taking too long finding someone or something to blame
- Taking too long doing anything to change the actual problem
We do this instead
Identify the obstacle, is it;
The audience that needs to change?
The product that needs to change?
The advertising that needs to change?
Readily embracing these changes will keep our brands and clients nimble in comparison to lumbering companies that take too long to change an idea that isn’t working.
If your business is a little bit country trying to fit into a Rock n Roll marketplace or vise versa, get in touch with us! We understand both the art of powerful content and the science of effective online marketing.