Page 23 - AeM_July_2022

BEST PRACTICES & STRATEGIES

Questions to be answered in performance

marketing

According to Tobias Eder from Seventimes
Media, good online marketers know their CPM,
CTR, CPA, and how many users are on their
shop or website and who will convert within the
next hour – at any time of the day or night. They
know every single functionality of their individual
advertising platforms meticulously, but still have
too little connection to the target group and no
idea who will ultimately see their advertising.

To make a realistic decision, it is necessary to look at • How does the path in between look like?
the entire process of developing a successful online • If necessary, adjustment or expansion of the web-
campaign, says Tobias Eder, urging to find answers to site and shop.
the following questions:
Step 3: Creation of professional content
Step 1: Basic research
• How does the path in between look like?
• Who do you want to sell your product to?
• What photos or videos do you need to complete
• What are the characteristics of these people?
the planned sales funnel?
• What is their everyday life like?
• Creation of these creatives by professional content
• What problems and needs does this group of peo- creators, whereby the budget should be relative to
ple have? Can you help to meet their needs? the conversion value.
• In which situation does the target group feel the • Use of multiple versions of images and/or videos is
problems the most? recommended.
• Is it possible to approach them in one of these situ-
ations? Possibly online? Step 4: Campaign creation on the respective adver-
tising platform
• Which platforms could be suitable to reach them
best? With what kind of offer? • How does the path in between look like?
• What does it take to get the attention of the target • Creation of the desired campaign structure. (cold
group in these situations? traffic / retargeting)
• How long does the target group need to see the • Incorporation of already created elements. (texts,
actual added value behind it? photos, videos)
• Is the desired conversion based on impulse deci- • Setting of the budget requirement and bid struc-
sions? tures.
• Does the target group need to receive information • Scheduling and activation of campaigns.
more often before they buy?
Tobias Eder emphasizes that the first step (basic re-
• Does the target group think and decide more ra- search) is particularly important, otherwise everything
tionally or emotionally?
that follows will not be implemented in a way that is
• What revenue does the conversion bring in the appropriate for the target group and will automatically
short term & long term? (Customer Lifetime Val- perform poorly. He points out that you could, for exam-
ue)? ple, be talking to the wrong customers or developing
• What was the CPA / CPP (cost per action [CPA] / campaigns that you personally find better but do not
cost per purchase [CPP]) so far? meet the expectations of the desired customers.
• What is the maximum amount that can be spent on
a conversion? In other words, never infer from others but from your-
self, and invest a good deal of your time in research to
Step 2: Development of a funnel know exactly who you are defining your offer for. ◊
• Where do you pick up the users? (platform)
By Daniela La Marca
• How far do you want to take them? (conversion
goal)

July 2022: Search Marketing 23