Page 20 - AeM_Sept_2017

BEST PRACTICES & STRATEGIES

3 tips for marketers to track the

effectiveness of ads

Measuring success in performance advertising is simple On that note, here are 3 bulletproof success indicators
when you’re only using one platform. To gain a competi- marketers can consider when tracking the effectiveness
tive edge, marketers commonly run campaigns using of advertising activities.
more than one marketing solution or provider. This, how-
ever, tends to complicate how you can effectively meas- #1 Measure Conversion Cost Per Segment
ure the campaign results as implementing different ap-
proach will bring about different outcomes. Most marketers today are still using a channel-based
approach – it primarily tracks and reports on output-
Let’s use an example of a common performance-based based statistics like visits and inquiries. While these are
approach. A modern marketer will use the following 3 useful measurements, they may not the most effective
methods simultaneously: AdWords, personalised retar- when it comes to judge performance-based results.
geting and display campaigns. Within these models, they
can utilise multiple channels as well (e.g. social, mobile). The first step when analysing marketing activities run
And finally, they may even use more than one provider by many providers is to find a way to measure the cost
for the same solution, for example, when using multiple of each action in comparison, rather than just checking
retargeting approach. visits or clicks. However, metrics shown in different
tools, especially retargeting panels, may not be directly
In most cases, our judgment is often (unwisely) reduced comparable to each other. Marketers should hence use
to how many clicks every solution generates. This can be an analytical tool such as Google Analytics to accurate-
a wrong metric, leading to poor decision-making and re- ly calculate the results for each source.
sults being far from reality. According to a CMO Council
study, 84% of Asia Pacific marketers are using some The trick here is to dig deeper into your statistics, and
form of technology to analyse and report on their cam- calculate conversion cost per each segment of users.
paigns, but only 4% believe they are doing a good job in Only by knowing that, you can easily estimate the aver-
measuring return on investment. age cost for a single conversion generated by the most
20 September 2017 - Immersive & Engagement Marketing (AR / VR)