You’ve invested in reaching the right customers and expanding your brand footprint so that your business is seen by the right audiences. However, are you sure that you’re receiving an appropriate return?
Understanding how well a campaign is performing and what adjustments can be made to maximize its potential are key steps in achieving successful results for your business.
Today, we will look at various metrics that can be used to assess if your campaign is meeting its objectives and discuss how they can help you evaluate the effectiveness of different strategies. We’ll also provide actionable advice on how best to use each metric in order to track any progress and make effective changes when needed.
First, let’s start with how you can gauge the impact of paid advertising efforts.
For Paid Advertising
When it comes to paid advertising, one of the biggest questions is always “Was it worth it?” Without knowing where to start, paid campaigns can be especially tricky to measure. When done correctly, though, paid ads can result in increased traffic and conversions for your website.
Here are some strategies that you can use to gauge the success of your paid advertising campaigns:
Measuring with Analytics
The first step in measuring the success of a paid advertising campaign is to determine the full scope of the analytics you have available.
For example, web analytics tools such as Google Analytics allow you to track data such as page views, time spent on page, and click-through rates (CTR). This data can be used to gain insight into how people engage with your ad or website after they click through from an ad. It also helps paint a picture of how effective your ad was in driving traffic and conversions.
When reviewing the success of your advertising campaigns, key performance indicators that organizations should consider tracking include impressions, clicks, conversion rate, cost per lead, and revenue generated.
Measuring these important metrics allows teams to understand what components of their strategy are performing well and where modifications may be necessary for future campaigns.
Return on Investment (ROI)
Another important metric to consider when evaluating the success of a paid advertising campaign is Return on Investment (ROI). ROI measures how much money you made versus how much money you spent on the campaign.
For example, say you spend $1,000 on a paid ad campaign and generate $2,000 in sales from that campaign — that would be considered a 200% return on investment! This metric is great for evaluating whether or not an ad was worth spending money on. If the campaign delivered a lesser ROI than expected, you may decide to reallocate your budget toward other channels or into a new strategy entirely.
Analyzing Ad Performance
The next step in measuring the success of a paid advertising campaign is analyzing its performance against other campaigns that may be running concurrently or over different periods of time. By comparing multiple campaigns side by side, you can get insight into which ones are performing better than others and why that might be happening.
You can also implement A/B testing which runs two similar ads simultaneously. You can review which one is outperforming the other and either invest more in the one that’s generating more results or make updates to your creative assets, messaging, and targeting to better hone in on your ideal customer.
For Organic Campaigns
An organic marketing campaign is a powerful tool for businesses looking to increase visibility and traffic without an active ad budget. However, it can be difficult to measure the success of an organic marketing campaign without tracking certain metrics such as website visits, conversions, clicks, and impressions.
By measuring these key performance indicators (KPIs), businesses can ensure that their campaigns are successful and meeting their goals. Let’s look at how you can measure the success of an organic marketing campaign.
Website Traffic
How many visitors are arriving at your website without clicking on a paid link? While most organic campaigns will not generate the same traffic as paid media in the same amount of time, has the traffic made a notable increase since the start of your campaign?
Tracking increases or decreases in organic traffic can play an instrumental role in determining your organic campaign. If the traffic starts to plateau or drop, this can also alert you to the need to readjust your strategy to reach the right users.
It’s important to note that website visits aren’t just limited to people who found your site through an organic search — they also include people who found it through social media links or other sources as well as referrals from other websites. By tracking website visits, you can get a better sense of how successful your organic marketing strategy is in driving traffic to your site as well as reveal potential other avenues to include.
Conversions
The conversions metric indicates how many people have taken a desired action after visiting your website, such as signing up for newsletters, making purchases, or downloading content like whitepapers or e-books.
Tracking this information will help you understand which channels are driving the most conversions and what type of content resonates with potential customers the most.
Once someone completes an organic conversion, they can turn into a lead or a customer. With quality organic content and user experience, you can inspire people to take action and engage further beyond a quick visit to your website.
Keyword Rankings
High-quality keywords are an essential ingredient in the success of any organic marketing campaign, as they can be used to measure the campaign’s effectiveness and generate more qualified leads.
Achieving high rankings for these important keywords is a sign of a successful online presence, as it means that customers are finding and using your services, or at least coming across your brand.
Having a strong keyword ranking can also boost overall SEO visibility and generate new leads organically. High keyword rankings for content on your website help to position your brand as an authoritative presence within your industry so more users visit your website with greater trust in your brand’s messaging.
Start Driving More Success for Your Marketing Campaigns
Are you ready to start driving more successful campaigns for your business? If so, we’re here to help you build toward your goals.
At Business Builders, we combine high-impact creative assets with proven marketing strategies to help you drive the success you’re looking for in a paid or organic marketing campaign.
