How do you get the most from your digital ad budget?

I've also found it helpful to regularly evaluate set objectives to ensure it's in line with prevailing market realities. Continous evaluation of set objectives helps to ensure that objectives are not outdated or below par. The set objectives must also align with CTA. Every touch point must generate traffic that is harmonized with the destination of the leads generated.

Conversion tracking is your secret weapon to maximize your ad budget. By reporting the value of each conversion, you can optimize for the highest conversion value. Think of it like this: if you're running an e-commerce store, not all purchases are equal. A customer buying a $500 item is more valuable than one buying a $20 item. Conversion tracking helps you identify these high-value conversions and train the ad platform's algorithm to target similar potential customers. It's like having a personal trainer for your ad campaign, helping it to perform better and smarter. Want to dive deeper into conversion tracking? Shoot me a message!

There are various types of owned data that can be optimised to improve success. Social media insights Owned database Social listening These data can be gathered and analysed before a campaign is launched

Segmentation doesn't just mean considering what types of users to include in your targeting - you should also be looking at what types of users to specifically *exclude* from your targeting. The quickest and easiest win here is to leverage IVT (Invalid Traffic - think fake users, bots etc) signals to build exclusion audiences (essentially lists of users you don't want to reach) and apply these to your campaigns. This helps ensure that your targeting is reaching real, genuine and engaged users and gives you cleaner downstream data to start optimising/testing with.

In audience segmentation it's also important to think of white spaces (also known as unserved segments) Sometimes brands make the mistake of inundating a served segments with too many options instead of effectively searching for unserved segments Another segment to look at is dissatisfied prospects. More often than not there is a sample of clients who are not satisfied with current products or solutions but have not moved away because they haven't found an alternative

Creative ad copy is key - in your ad design and in your ad text. I like using copywriting frameworks like Before-After-Bridge to convince people to click. It's about painting a vivid 'Before' (problem), an enticing 'After' (solution), and your product as the 'Bridge'. This consistency reinforces your brand message, making ads more effective. The creativity comes from how you tell this story. Tell it in a way that resonates with your target audience and you'll attract more clicks and improve your Quality Score, reducing your CPC. Want to learn more about using copywriting frameworks for creative ads? Drop me a message!

I find the best strategy to optimize ad performance is to start by setting up your ad campaigns already for continuous testing. I use a campaign structure where I'm constantly split testing different campaign optimisations, targeting options, ad creatives, and ad copy. So instead of launching lots of new campaigns, everything gets tested against each other in the same campaign. Then I periodically review the data to understand which ones outperform others. I then allocate more budget to these high-performers and turn off the underperformers. This way, I'm always optimizing for the best results. Want to learn more about how to optimise your ad campaigns with continues testing? Shoot me a message!

Something not to forget: Growth Hacking. This is a dynamic approach that focuses on rapid experimentation and innovative strategies to accelerate growth. Its importance lies in its ability to identify and leverage opportunities for scalable growth, often through data-driven insights and innovative tactics. By adopting growth hacking techniques, businesses can optimize their advertising efforts, acquire and retain customers more efficiently, and ultimately drive greater business outcomes.