Auditing A Digital Marketing Campaign

In our previous digital marketing articles, we had emphasised how important it is to regularly assess marketing programmes. As the Internet continues to evolve, customers begin using it in new ways to make purchase-related decisions. This makes marketing automation vital. As you audit your present digital marketing campaigns, here are three vital questions to think about:

• How can wastage from technical glitches and outdated pages be removed? Automated marketing tools can help digital marketing agencies manage the landing pages of a campaign, and make sure that all active advertisements are linked to relevant landing pages, without using excessive redirects. Digital marketing teams that do not use such tools risk damaging the quality score of a brand and wasting ad spends. We don’t want 404 errors on high-traffic landing pages now, do we? This is particularly relevant for retailer websites, which are continuously updated with new products and special offers.

• Are you attributing success for a transaction to actions other than the last click? While many leading digital marketing brands find it difficult to handle this concept, automation technologies have made is easy to understand the conversion path followed by customers. For example, a person looking to buy a pair of shoes, may first search for the term ‘sports sneakers’, before asking her friends on Facebook for recommendations, and running more searches. Sharp digital marketing professionals know that conversion paths can be complex, and adjust their tracking efforts accordingly.

• How often does one review and optimise campaigns? Even if you have the best data collection system in the world, it will be useless if your digital marketing team fails to act on the data collected. All performance-based campaigns need to be optimised continuously. If you install an efficient mechanism for tracking and optimisation, the performance of your online marketing campaign is sure to improve. At the most, organisations should use automated tools to decrease the budget of ads that are performing badly, and increase the budget of high performing ads. They should also consider modifying ad creative and bids to give ads a good chance of achieving success.

Whether you are new to digital marketing or an experienced professional, it is important to find time to check how your marketing campaigns are working. The only thing which is constant in the online world is change. As things change, it becomes imperative to check the basics, and follow best practices.

Qudos Digital is a leading digital marketing consultancy, and can be contacted on 0845 388 5583 or info@qudosdigital.co.uk.

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