Ad campaigns: Essential insights for campaigns

Ad campaigns are a marketing strategy related to Media Buying. In short, it is a strategy in which we advertise through ads on search engines and social networks. Aims to create immediate visibility for content or websites. We do this with paid media.

Insights to follow in ad campaigns 

Depending on the platform, the information we can collect changes. But, to a greater or lesser extent, the aim is to measure the engagement, reception, and, if necessary, the number of sales it managed to generate.

Some important insights are:

• Audience targeting. We create a target audience for our campaigns. We should choose the most appropriate audiences based on interests, topics, and demographics.
• Impressions. This is the number of unique people who have seen your ad. It shows how many people have been exposed to your message.
• Click-Through Rate (CTR). The number of times users have clicked on an ad. It is an indicator of interaction, reflecting the interest it has generated. 
• Cost Per Click (CPC). The average price of each click on your ad. It allows you to evaluate the efficiency of the spend concerning the traffic to the ad.
• Cost Per Acquisition (CPA). The average cost per conversion or customer acquisition. It is crucial to understand the real cost of obtaining a customer through the campaign.
• Return on Ad Spend (ROAS). Revenue is generated for every dollar spent. It evaluates the profitability of the campaign.

Measuring the success of campaigns

We consider all the points mentioned in the previous section to be important for the success of a campaign. But, they are not limited to them. Some other common methods are:

• Cost Per Click (CPC) and Cost Per Thousand Impressions (CPM). They look at how many people enter your ad and how much money you are spending until one person enters.
• Conversion Rate. It helps us evaluate the effectiveness and consistency of our message throughout the sales funnel.
• A/B Testing. Its goal is to compare ad versions and determine which performs better. This includes variations in copy, images, CTA, and audience targeting.
• Return on Investment (ROI). This will allow us to understand if the campaign is generating the revenue needed to justify the spending.
• Engagement. Analyse interactions, such as clicks, shares, likes, and comments. 

Measure the price of an ad campaigns

Some of the most important variables to consider when launching a campaign are as follows:

• Budget Size. This is the main point. A campaign for a large audience that needs to generate sales or engagement daily can demand a lot of money.
• Platform Choice. Advertising on social media or web browsers has different costs. For example, the CPC on LinkedIn is usually higher than on Facebook due to the more targeted nature of your audience.
• Audience and targeting. The more specific/competitive the audience, the more expensive the cost. Very niche or localized audiences can increase the CPC or CPM.
• Campaign duration. Longer campaigns will require a larger budget. Also, if you are doing automatic bidding, costs may vary daily depending on the competition.
• Payment Model. The most common payment models are CPC (Cost Per Click), CPM (Cost Per Thousand Impressions), and CPA (Cost Per Acquisition). The model you choose will directly impact the total cost.

Of course, among our content creation and optimization services, we create campaigns that consider all these insights. You can contact our team for more information about our online ad campaigns.