Simply put, holistic marketing campaign optimization is the practice of analyzing and optimizing your marketing campaigns as a whole entity. It involves optimizing your creative, delivery, and their impacts on your end goal together, rather than piece by piece. Because you conceptualize and design your creative assets first and then set up your media delivery, it’s only natural to compartmentalize optimization of each part. Just as optimizing your creative is just as important as optimizing your targeting and delivery, approaching campaign optimization holistically can drastically improve the end result. Let’s discuss how to approach this optimization.
Analyze Creative & Media Metrics Together End-to-End
First and foremost, declare one main goal of your campaign. The options are plentiful, but determining your one main goal will help guide your decision making throughout the optimization process. If you’re aiming for reach or engagement, your optimization tactics will likely be different from those you would employ to increase conversions. Once you’ve identified your goal, seek out the creative assets that are contributing towards that the most. High CTR is great, but if your goal is conversions and your highest performing creative in terms of CTR is not converting once they click, it’s a sign you need to optimize the creatives that are resulting in conversions with what you can learn from the creative with the high CTR. What is different between the creatives? Is it something as simple as background color, or possibly something more intricate, like the sizing and placement of your brand logo? A tool that analyzes your creatives utilizing artificial intelligence to give you in-depth insights (like VidMob’s Creative Intelligence) will go a long way in aiding this step.
Optimize Your Creative Without ReInventing the Wheel
When it comes to optimizing your creative, look for quick wins first. With a plethora of advertising out there these days, standing out from the crowd should be your priority. One way to accomplish this is to animate your creative assets. If video isn’t an immediate option, seek easier ways to add animation, like a gif or brief slideshow.
Next, ensure your creative is relatable and appropriate for the platform. Now, if you’re thinking “of course it’s appropriate for the platform, I have the right sizes for each,” that’s great; but that’s just the logistical side of appropriateness. Think about what it is that people do on the platform you’re advertising on. Different personas in different markets use the various platforms for a variety of reasons, so this may not be one size fits all. Generally speaking, you can depend on LinkedIn users wanting to network and learn, Facebook users looking to socialize and share, and Twitter users aiming to both share and absorb information (quickly!) with a side of casual banter amongst friends and connections. And TikTok, Snapchat, Pinterest, and others all have their own unique drivers, as well. Whether your audience falls in line with the stereotypical platform use cases or uses networks differently, your creative should address these unique traits.
Finally, look for ways to simplify your ad while keeping it impactful. Are your assets crowded or overwhelming? Are you designing and uploading at the maximum size and definition for the platform? Is any copy in the asset focusing too much on your brand or product, rather than what your brand or product can do for the viewer? This should go without saying, but it’s important to keep your end goal in mind here, as well, as you look to find ways to simplify your creative assets while still supporting that specific goal. It's never a bad idea to get an outside opinion either, especially from a design perspective. Whether you're creating and optimizing assets with your team members or with creators from the VidMob network, it's important to understand how other people interpret what you envisioned.
Look for Ways to Step Outside of Your Media Optimization Comfort Zone
There’s no shortage of media optimization best practices listicles. Yet it’s only human nature to stick to what we know once something works, whether it’s one time or a dozen times or a hundred times. If you usually apply niche targeting, could you broaden the audience at all (especially if your goal is reach or engagement rather than conversions)? To the same point, if you usually utilize exclusive AND targeting, could a more inclusive OR targeting approach expand your audience size?
When it comes to setting yourself up for success in optimization (and future optimization), don’t be afraid of leaning on the capabilities of each platform. Utilize different ad groups for varying placements and audience targeting so that you can identify what is working for each audience, and where. Even further, enable the platforms to help you in optimizing for your goal, whether that’s automatic bids, expanded network options, or any other number of switches to flip. As data driven marketers, we really like to be in control of our campaigns and delivery, but enabling the machine learning that is built into each platform can not only improve results, but it can also teach us a few things along the way.
Want more details on holistic campaign optimization and deeper data on potential return on investment? The eBook has pages of information and calculations to support your optimization efforts.