How to optimise online ads with data

How to optimise online ads with data

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When running multiple online ad campaigns, speed is of the essence. When your data is spread across different platforms, you need to know where to look and make the most of your data to run efficient campaigns.

From optimising ROAS to targeting the right customer behaviour, we take you through tips and tricks to run your ads using data.

Optimise your campaigns

Make sure your ads are relevant

Typical ‘data-driven marketing’ uses customer data to focus on personalisation. But knowing your audience demographics is essential for more than just delivering personalised marketing campaigns.

The goal is to reach the right people with relevant content, so they engage and ultimately purchase. You can see whether an ad is working or not based on performance data (more on that next,) but starting with a focus on customer data and nailing your target audience will help ads be more efficient in the long run.

When it comes to ‘always on’ campaigns, putting in the time to test and learn what resonates with your audience will pay off in the long run. Try splitting your ads by different audience groups using interest, location, intent or demographic information to see if there are differences in preference for products, copy or imagery. It’s worth keeping in mind there are some differences of what you can target between platforms, largely due to how data is collected and privacy rules.

This is where you look at your data to see how ads are performing. If you’ve run campaigns previously, it’s likely you’ll have internal benchmarks for success, and you can use these judge whether a campaign is or isn’t performing. If it’s your first time, you need to decide the goal for each campaign and go from there. This goal will have a ‘success metric’, whether it’s generating awareness through impressions, or sales of a particular product which will produce a conversion rate. This will be your north star of whether your campaign is performing well or not, but it’s also important to consider cost and assess your other metrics too.

Whatever isn’t working, you can kill with confidence and move forward knowing what works for different subsets of your target audience.

You might get some surprising results or find an interested demographic you weren’t aware of before!

Centralise performance

Performance data like click through rate, cost and conversions is vital to running a successful campaign, but having it spread across so many different platforms isn’t ideal. Try to centralise all your data to minimise time switching between platforms. Having an overview of your data makes it easier to gain insights across channels.

Automation is a handy tool for centralising data. Juni helps you view your ad spend and key performance metrics like clicks, cost, conversions and impressions from Facebook and Google in one place. In comparison to onboarding a new tool or manually building your own dashboards manually, you can save time and increase accuracy when getting your important insights.

Choose the right channels

Just because a channel is available doesn’t mean it will be the best fit for your brand. If your target audience isn’t there, there’s no point in investing resources. For example, LinkedIn or Google Display Network won’t work for every brand. Try platforms with a small budget first and analyse your conversion rate and costs to assess whether it’s the right place to scale your spend.

There’s also a difference in ROAS between channels, both due to cost and demographic. Seeing all your ad spend in one place with a tool like Juni can help you determine which produces the best ROAS. Calculate your Cost Per Conversion for each platform, and you can see where you get the best value for money.

For example, TikTok is well known by now for being a budget-friendly platform, while Facebook cost per acquisition (CPA), cost per mile (CPM) and cost per view (CPV). But, ultimately, if TikTok ends up with a high Cost Per Conversion, but Facebook ends up being lower, you know where it’s worth placing your spend. You can also bring other metrics, like customer lifetime value, into the mix to help pinpoint the best way to split your budget.

Get your Google Ads right

Set up responsive search ads

Google Ads allows you to use automation to create responsive search ads, which saves you time by pairing the best-performing headlines with descriptions. Responsive search ads are great for a couple of reasons. First, it speeds up your testing. You don’t need to create and test multiple campaign copy combinations manually – Google will do it for you. Secondly, you can look at the top-performing copy and use that as inspiration to optimise your other ads.

Choose the right keywords

When running Google Ads, the right keywords are crucial to having an effective strategy. By using data to inform your keyword choices, you can save money by targeting the right search terms.

Remove poorly performing keywords

While Google has an automated recommendation to ‘remove redundant keywords’, it’s always best to sense-check these before going ahead.

It’s best practice to check out which keywords have poor performance in your search terms report. If you’re using broad match keywords, stay on top of this, as it’s more likely you’ll show for keywords that either have low performance or are irrelevant. You can list these as negative keywords and your ads will no longer target them. It’s an easy way to save money on your campaigns and to make sure you’re only showing your ads to relevant searches.

Consider keyword intent

Not all keywords are equal. Keyword intent is most typically associated with SEO, but it’s relevant to SEM too and shouldn’t be overlooked. If you’re trying to sell a product or service, you probably want to reach potential customers who are ready to buy. Enter search intent: why someone is searching for a specific keyword or phrase. Looking into search intent and finding keywords that show people are looking for products, not information, can really up your game.

Using SEO platforms like SEMRush, Ahrefs or Screaming Frog can help you investigate search intent. In SEMRush for example, you simply add your keywords to their tool and filter by search intent. To sell a product, you’d look at Commercial or Transactional keywords. SEO tools are also a great way to look for new keywords if you aren’t using a broad match ad type and need some inspiration.

When adding your high intent keywords to Google Ads, make sure you use phrase or exact match types otherwise this exercise will be pointless. If you identify keywords that don’t match your search intent, you can add these to your negative keywords.

Improve your conversion rate by optimising your landing pages

Keeping an eye on your page performance is part of the measurement puzzle. If you’re running ads on product pages instead of campaign pages, it can be simple to blame a combination of high clicks and low conversions on customers simply browsing, or not being interested in your product.

Slow load times, a confusing check out process or missing information could all be the culprit instead of your product or targeting. Start with Google Analytics, then bring in heat map tools like Hotjar and technical SEO data. These data sources can be used together to investigate the issue.

To get an effective overview of your page performance for different campaigns and channels, you need to be strict with your UTM tracking. If you’re an ad veteran this will come as no surprise, but inconsistent UTM tracking will make it difficult to do a deep dive into your landing page performance within Google Analytics.

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How to optimise online ads with data
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Download our free whitepaper and gain important ecommerce and marketing insights, directly from Juni.

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