What does it even mean, optimizing a marketing campaign?
Marketing campaign optimization is simpy testing different things on your marketing campaign and finding what works best.
Every campaign is made up of different parts. Main parts of every marketing campaign are traffic sources and landing pages.
There are many different types of traffic sources at your disposal. You could and should gather free traffic that comes from social media (Facebook, Twitter, Youtube, Tumblr …), search engine optimization (SEO), email marketing and more.
But, if you’re looking for something that would start turning the numbers fast, you should turn to paid ads like Facebook Ads. Paid traffic sources allow you to target certain types of people and reach relevant traffic for your offer.
You need to keep in mind that there will always be room for improvement. So, when you’re optimizing your marketing campaign, you should set some sort of goal for how far you’d like to go with it.
End goal of this kind of optimization is to increase revenue for the budget amount, you’re pouring in every day.
What kind of testing is most common?
You might have come across this term before, “split testing”, or also known as AB testing.
Split testing is basically trying out side by side different aspects of the same part of your campaign.
For example, we’re trying out if a red call to action (CTA) button performs better than a green one, by trying them both at the same time on separate landing pages and compare results.
Even the slightest change, like color scheme of your landing page, can have a big effect on your end results and ultimately on your profits.
We mentioned only small changes that could effect your results, but when it comes to marketing, you shouldn’t anchor yourself to just one type of landing pages, or a certain group of people.
To make big improvements with small changes, you need to try to make bigger changes first.
Bigger changes, like different landing pages and different types of targeted people, will yield bigger differences between results.
Testing different designs
With everlasting improvement in graphical design, visuals play one of the most important roles when it comes to converting prospects.
So testing different designs of your website or landing page should be on your top priority list, if you’re trying to boost your current results.
As I mentioned before, even the slightest change like changing a color of a button can yield better results.
To test your landing page thoroughly for better results, you should check out what other marketers are using.
To see the landing pages from other people, you can find them by clicking on the Ad links on Googles search result page. Simply type in the search result a keyword related to the niche you’re working with and you’ll be able to find a few of these links on the top.
Once you get the gist of what’s popular and what isn’t, just try it on your landing page. These changes encompass various elements and their position on the landing page as well as using different color schemes.
What are demographics anyway?
Demographic data is data that classifies your traffic by it’s location, language, estimated paygrade and so on.
It’s purpose in marketing is to help you target specific type of people for maximizing conversions.
Now with the basics out of the way, let’s talk about how can you find a group of people, who will most likely convert.
One of the easiest ways of finding the best type of audience is by segmenting a larger group.
We need to target each part of the group separately in order to find which segment is most responsive to our ads.
We can also target these various groups for similar offers to gauge what offers are most suitable for our campaign.
Testing traffic sources
When it comes to what traffic source is the best for your campaign, we need to test various different sources to find which one works for your campaign best.
Traffic is one of the essential parts of every marketing campaign out there. Without relevant traffic, you won’t be able to earn a dime.
Testing which traffic source you should dedicate most time to will prove to be most profitable action for every marketing campaign you’ll ever run.
How would you go about testing different traffic sources?
We need to do the same thing we were doing with all other types of testing.
We need to run several similar marketing campaigns on different types of traffic sources in parallel.
Once we get our results, we’ll be able to compare how campaigns perform for each traffic source. We choose that traffic source, which yielded the most conversions.
Fun game to play with words and build your vocabulary.
Optimization and tracking your marketing campaign go hand in hand, so don’t forget to gather all the data you possibly can.
You also need to know when to stop testing and optimizing, so you don’t end up wasting your time and money on a campaign that doesn’t yield any improvements anymore.
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