How to Measure the Effectiveness of a Digital Marketing Campaign
How to Measure The Effectiveness of a Digital Marketing Campaign
Marketing campaigns are crucial for small businesses to create brand awareness and increase sales. Without it, your business will exist in the oblivion of your target audience. However, not all marketing campaigns are effective and produce the right results. This is why you need to track its progress and measure the effectiveness of your marketing campaigns.
This article will discuss 9 ways that digital marketers can track and measure their campaigns. It will also include the benefits of doing this and the analytic tools you can use.
What Is a Digital Marketing Campaign?
A digital marketing campaign is a systematic effort to direct traffic from digital channels, such as social media or the internet, to the company's own website and subsequently landing pages. These digital campaigns are used to generate new leads, increase brand awareness, and boost sales.
Types of Digital Marketing Campaigns
- Search Engine Optimization (SEO)
- Social Media Marketing
- Banner Ads onSocial Media Channels, such as Facebook or Instagram
- Content Marketing
- Paid Search Ads on Search Engines, such as Google or Bing
- Email marketing campaigns that are directly sent to customers via email lists. You can do this through both online and offline methods of distribution.
Eight Ways to Measure the Success of a Digital Marketing Campaign
There are multiple key performance indicators used to measure the success of a digital marketing campaign. The most well-known is the number of impressions the campaign generates. Here are nine different ways to measure the success of a digital marketing campaign:
- Number of Views
One way to measure your digital marketing campaign success is the number of views it receives. For example, a video marketing campaign might have a goal of three million views in three months. Your company would then track the marketing campaign's progress by looking at how many views each video gets and ensuring it stays on track to meet its goal.
- Number of Clicks
Another way to measure marketing campaign success is the number of clicks your marketing ads generate. One example might be a marketing campaign that aims to get 100 clicks in three months for an ad. Your company would then track the marketing campaign's progress by looking at how many clicks each marketing ad gets and whether or not it stays on track to meet its goal.
- Conversion Rate
Conversion rate is the percentage of people who were interested in your business and actually completed an action associated with it. For example, if only 1 person every 100 completes a contact form on your site, then you have a 1% conversion rate.
An example might be a marketing campaign that you run on Google Adwords. You can use the Conversions Report to see how well your marketing campaign is converting users into customers. The report will show you what marketing actions were clicked through, an estimate of how much money they generated, and their conversion rate (the success rate for each marketing action).
- Total Return on Investment (ROI)
Total Return on Investment (ROI) is a measure expressing the ratio of return on a marketing investment relative to its cost.
You take the total marketing action costs and divide them by the total marketing actions converted to calculate ROI. For example, if you spent $20 on marketing actions that generated $100 in revenue, your ROI would be 100%. Thus, your marketing investment has yielded a return of three times what it cost.
- Unique Visitors
Unique visitors is one of the digital marketing metrics to measure marketing campaign effectiveness. If you know the number of visitors to your website each day, then you can find out how many visitors your marketing campaign brought in by subtracting the daily visitor count from the marketing campaign duration. For example, if you run a marketing campaign for five days and increase your website's traffic by 10%, your marketing campaign has drawn in 50% more than the average daily visitors.
- Cost per Click/Conversion
Cost per click or cost per conversion is another marketing metric that helps measure marketing campaign effectiveness. With this marketing metric, you can find out the marketing campaign's ROI. For instance, if you have a marketing campaign where the marketing cost was $1,000, and you got 100 clicks but only 5 conversions (sales), your marketing campaign's ROI is 20%.
- Click-through Rate
A marketing success measurement that is often used to track marketing effectiveness is click-through rate. Click-through rate is the ratio of marketing impressions to your marketing clicks. Marketing impressions are the number of times that your marketing materials were displayed to users. Marketing clicks are the number of times that consumers clicked on your marketing materials.
The Click-through rate is significant because it tells you how relevant your marketing materials and advertisement links are for potential customers.
A higher click-through rate means more interested prospects. Therefore, areas with a high level of interest will have a positive click-through rate.
A marketing click-through rate may also be considered negative if the ratio is low, meaning that users find your marketing materials irrelevant. In this case, your company should review its marketing strategy and make changes as needed.
- Quality Score in AdWords
Quality Score is a marketing metric that can compare marketing campaigns and identify marketing specialists who can deliver the best marketing strategy every time.
The higher the Quality Score, the more likely they will rank higher for keywords or search phrases. This means that your business will receive more monthly impressions for keywords or search phrases with higher quality scores.
The quality score factors include the relevance of keyword targeted, landing page experience, ad creative, keyword relevance, keyword location, text ad image.
The relevance of keywords targeted is important because it can generate high-quality leads if targeted correctly.
Landing page experience refers to the marketing website and the marketing page and how easy it is to use and navigate.
The quality score factor of ad creative refers to how well your marketing materials are written and presented. For example, if your marketing ads aren’t attractive enough, users may be less likely to click on them, which will result in a lower Quality Score.
If keywords have poor relevance, then they won't convert into leads or sales. Unfortunately, this means that your marketing campaigns will not be successful.
Different marketing specialists may have different quality scores for the same keywords due to variations in their marketing strategies and ad copy, so you must choose marketing specialists who can create high-quality ads every time they run a marketing campaign.
Digital Marketing Analytics Tools
Digital marketing analytic tools can also help your business identify which digital marketing channels and strategies work for your business’ success. Here are some tools that can help you:
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Google Analytics
Tools like Google Analytics will provide your marketing team with reports on website traffic, daily active users, new users, and returning visitors. This is important because successful businesses use these numbers to determine how well they are performing compared to previous digital marketing efforts.
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Facebook Insights
Facebook Insights can help you figure out which of your digital ads are successful and why. Simply put, it provides reports on the demographics of people who have seen or interacted with your ad. This includes information such as your customers’ age, gender, location, and language who have viewed your advertisements.
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Kissmetrics
Kissmetrics can help your business figure out which of your digital ads are successful and why by providing reports on website visitors' behavior. This includes where your prospects come from, what pages they visit, how much time is spent on each page, and more.
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Surfer SEO
Surfer SEO will provide your team of marketers with a list of websites linked to your digital marketing websites. This is important because digital marketers can use this information to find potential influencers who have large social media followings.
Benefits of Tracking Digital Marketing Effectiveness
- It is important to track your digital marketing efforts because measurement can help you identify the most effective marketing strategies and digital marketing specialists. For example, your team can use a digital marketing analytic tool to pinpoint a digital marketer who has successfully generated high-quality leads.
- Tracking digital marketing efforts also allows you to create an evaluation system for your digital marketing efforts. This means that digital marketers can see how well they are performing compared to previous months or previous years.
- Your company should also track your digital marketing effectiveness to save time and money by reviewing reports on where your campaign efforts have been successful and where they have not been as successful. Many companies have found that tracking the success of a digital marketing campaign saves them a lot of time and money in the long run.
- You can identify areas of improvement for future marketing campaigns. For example, a digital marketer may find that they have been successful at generating high-quality leads through organic SEO strategies but not with PPC strategies, so this means that your business should focus on developing more quality content or search engine optimization strategies in the future.
Digital marketers must measure the success of their digital marketing campaign to identify which digital marketing strategies are working and why they are working. The tools at your disposal include Google Analytics, Facebook Insights, Kissmetrics, Surfer SEO, among others. You can also use these metrics to create an evaluation system for future digital marketing efforts or figure out areas of improvement for future campaigns - all with a little measuring!
At ROI Online, we can provide digital marketing strategies and specialists who will help you create the digital marketing campaign that is right for your needs.
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