Using Data + Analytics to Boost Your Digital Ad Performance

Jul 13, 2021

Data analytics can seem scary, but we promise – it’s not! It may be just what your marketing needs to boost conversion rates and sales for your business. Here are some reasons why using data in your marketing strategies is a no-brainer.

You can see what makes your customers take action

Something as simple as tracking the number of button clicks can be a game-changer when it comes to marketing. The frequency data behind different types of button clicks can show us what actions customers were driven to take and how often. 

For example, a click directly on an ad shows interest from the consumer but doesn’t guarantee a conversion. A share can mean the consumer thinks the ad is great or likes your product, but it doesn’t guarantee a purchase.

Animation by  Agung Hermansyah

A click that results in a conversion – such as complete purchase, checkout, buy now, shows that it compelled the customer to take action on the ad. From here, you can use data to make decisions about what strategies worked best and do more of it in your next campaign. More data collected over time helps determine outliers and paints a picture to show you what is working. If your data shows a particular ad or campaign did well, pay attention to your call to action, imagery, or headline – and duplicate and edit it to work with other products and offerings.

You can see what strategies aren’t working

As important as it is to see what is working for your marketing, it’s just as important to see what isn’t working. When you have data in front of you from your previous campaign, you can more easily determine what’s driving results. Based on your results, you can evaluate some of the possibilities behind why the strategy was unsuccessful. A great way to assess your brand’s demographic is by seeing which demographics aren’t interested! Once you know where the weak points in your marketing strategy are, you can improve your conversion by making changes to your targeting and learn from your mistakes. 

For example, if you get a lot of clicks on your ads, but they don’t convert to purchases on your website, it shows that the ad content was great, but something about the website is off. When this happens, it’s time to look at the user experience on your site and determine what may be stopping your customers from taking further action. How did they interact when they got to the page? And where did they drop off? It’s essential to constantly be testing your marketing strategies and using the lessons learned from your data to create the best marketing plan possible!

You can personalize your campaigns

When you know your consumer, it becomes a lot easier to be successful in reaching them. Getting ads to people based on their preferences increases the likelihood they will click on them. Once you know who makes up your audience, you can segment ads to target specific audiences. For example, if you know a customer who likes hiking, you can target them with hiking apparel, hiking destinations, hiking gear, and more. This strategy saves time marketing to customers who would be disinterested in the same types of ads and increases your ROI. Personalizing your marketing also gives you the opportunity for an edge over your competitors. Your audience has many choices; personalize your ad to them so that they don’t have to search for you!

It’s easier than you might think!

With platforms like Google Analytics, it’s easier than ever to get an insight into your marketing data. We recommend using UTM codes to track individual campaigns. You can use insights on the individual social platform for your social media marketing to look at how your social media campaigns are performing. There are many other CRM tools available like Hubspot and Salesforce to make tracking the ROI on your ad dollars easier.

Are you interested in leveraging data to drive results? 

Our text platform gives you the ability to:

  • Easily opt-in customers and build profiles on their demographics and interests.
  • Personalize your campaigns with our audience manager, using features like segmenting and targeting to reach the right audience.
  • Send up to nine unique images, animated GIFS, or videos.
  • Get up to 99% open rates.
  • Track each campaign, including text opens, shares, button clicks, link click, and conversions
  • Analyze with our robust reporting

Want to learn more? Check out our blog about the Top Five Ways to Use First-Party Data in your marketing strategy.