How to Get Better Advertising Conversions
Do you feel like you’re spinning your advertising wheels but not getting anywhere? It could be because you don’t have meaningful data driving your marketing efforts. Using meaningful data can help you not only run better ads, but it can also help you reach the right people through hyper-targeting. Here are our tips to help you to qualify more targets and generate more conversions using data-driven targeting in your digital marketing campaigns.
Use Location Listening
Data-driven targeting is all about meaningful data. And what better data to have than that which comes from using location listening? What is location listening? It is an advanced digital marketing service based on each GPS-enabled mobile device is assigned an ID (MAID), which is privacy compliant and trackable. With our location listening service, you can set up geographic zones that are of interest to you, for example, your business’ location or the locations of your competitors.
Each day we provide a report of the MAIDs that have intersected with your zones of interest. With this data, you can gain valuable insight into your target audience, allowing you to hyper-target them based on factors such as who visits your location the most, who visits your competitors and so on. With this data, you can then create unique programmatic ads and social media campaigns with custom audiences. For example, you can create a VIP offer to serve to those who visit your location most often thus driving more conversions. Or you can serve ads to those who visit competitors; they are warm leads who are already interested in what you have to offer so it will be easier and faster to move them through your sales funnel.
Use Insights from Past Campaigns
Having access to and then gathering data without gleaning insights while not applying them can limit the success of your campaign. Be sure to take what you have learned from past projects into account when creating and running new ones. Use this data to gain insights into what type of content works well with your target audience and what doesn’t.
Conduct A/B Testing
When running a new campaign, consider using A/B testing. This technique can help you gain valuable insight into what is working with your new campaign. To run an A/B test, you need to create multiple versions of the same ad. However, you only want to change one thing between the different versions. For example, with version A you have photo 1 and with version B you have the same copy but change it to photo 2. This will allow you to figure out which photo works best. Once you learn which one is the best photo, then optimize the campaign by applying the copy between two different versions to see what works best.
Create a Personal Journey
There are three stages that most customers go through:
- Stage 1: The casual visitors who may be subscribed to your emails. They aren’t a customer yet, but could be interested in your offers.
- Stage 2: A customer enjoying their first experience with your business. They aren’t yet loyal or long-term but are interested in your business.
- Stage 3: People who have become customers and have the potential to develop brand loyalty.
Creating an ad tailored to the stage of the journey the customer is in can help you convert more leads because the ad is specific to where they are. You wouldn’t show an ad meant for a loyal customer to someone who is in stage 1; that ad wouldn’t be meaningful to them, and meaningful ads are what push more conversions.
To create a personal journey, segment your target audience into the 3 stages. You can create these segments based on commonalities and insights you discover from the data. These commonalities can include the customer’s goals, their hesitations and concerns, how much information they need to make a purchase and what expectations they have from the product or service. Using location listening can also help you figure out who are loyal customers, which are those that visit your location most often.
An ad campaign doesn’t have real teeth unless there is data behind it. By using the data you gain from a platform’s insights on your audience and past campaigns, along with that gained from A/B testing, you can help drive conversions. But what can really help is using location listening that allows you to hyper-target through the use of a daily report of MAIDs that have intersected with your locations of interest. To learn more about how our elite targeting capabilities can help you succeed, contact us today!