Vous avez du mal à équilibrer vos dépenses publicitaires sur plusieurs plateformes. Comment pouvez-vous maximiser efficacement le retour sur investissement ?

Knowing your goals is a central before starting a multi-platform campaign. The key as a business owner is to go in open-minded and find a trusted partner to guide you through which products and Brands will best serve your marketing objectives and your brand target. It's not uncommon to learn things about your objectives and your target audience while running a campaign, so try to stay open to the learnings instead of thinking of it as a failure in the campaign. Ongoing campaigns are about tracking the consumer and their habits so a strong campaign Will leverage multiple platforms that touch that consumer across multiple touch points.

Une bonne pratique que j'utilise est de définir des objectifs SMART (Spécifiques, Mesurables, Atteignables, Réalistes, Temporels) avant chaque campagne. Spécifique : "Générer 500 formulaires remplis" cible un résultat concret. Mesurable : Suivre ces 500 formulaires permet de mesurer les progrès. Atteignable : Assurez-vous que l'objectif est réalisable, basé sur des données passées. Réaliste : Préparez un budget cohérent pour atteindre cet objectif. Temporel : Fixez une échéance, comme "d'ici trois mois", pour suivre les résultats. Structurer ainsi vos objectifs permet de suivre la performance, d'analyser les indicateurs clés et de prendre des décisions éclairées. Cette précision transforme une bonne campagne en une campagne réussie.

Focusing on A/B testing to determine the reactiveness of your audience. Video instead of static images has proven a 50% higher return.

To maximize ROI effectively, start by identifying where your audience hangs out the most. For example, if you're a tech brand targeting young professionals, LinkedIn and Twitter might be your sweet spots. Track your campaigns diligently, analyzing performance data to see which platform delivers the best bang for your buck. Don’t be afraid to tweak and reallocate funds as needed. A friend of mine, a fellow marketer, once shifted 30% of his budget from Facebook to LinkedIn after noticing better engagement rates there, and his ROI soared. Stay flexible, be data-driven, and you'll find your perfect balance.

Establish definite objectives: Be aware of your goals for each platform. Track results: Keep an eye on important data from each platform, such as clicks, conversions, and ROI. Turn your attention: Increase funding for platforms that perform well and decrease funding for underperformers. Try and learn: Play around with various ad forms, target audiences, and bid approaches. Automate: To automatically optimise bids and targeting, use the platform's features.

Knowing ones audience is key when deciding where to invest and get the best ROI. I once had the experience of running a campaign that was thought that it will be successful simply because of using social media as a tool because the target audience were young and youthful. As it turned out, it was the least effective method of reaching out to the said target audience. They were university students who did have access to social media but due to economic constraints, they were only online a few times during the day and only for them to do research as they were saving on their data. This taught me that it is important to communicate effectively in order to get the best returns - which was to use the direct sales approach in this instance 😊.

In marketing, it all comes down to knowing your audience - what channels they use, how they like to receive their information and when. In a world of endless content, make sure to utilize the right channels. People think they have to be active on all platforms all the time. Instead, use analytics to figure out where your people spend the most time and communicate with them in the way they listen.

Maximizing ROI across multiple platforms in the Indian market requires a strategic approach to ad spend distribution. An insight from a recent Kantar report highlights that integrated campaigns spanning TV and digital platforms deliver 24% higher ROI compared to single-platform campaigns. One effective strategy is Tata Motors' "HorizonNext" campaign, which synergized digital and traditional media, resulting in a 25% increase in brand consideration and a 15% surge in sales. By analyzing performance data and leveraging cross-platform synergies, brands can optimize their ad spend, ensuring each rupee spent contributes maximally to overall ROI.

Leverage data to understand your target audience deeply. Use analytics tools provided by each platform to gather insights into demographics, interests, and behaviors. This knowledge allows you to tailor your ads more precisely, ensuring they resonate with the right audience. For instance, Facebook’s Audience Insights can help you discover which segments are most engaged with your ads, allowing you to refine your targeting and maximize ROI.

Identifying where your audience spends their time online is super important for getting the best results. It helps to use data to figure out which sites your audience visits most often and how they interact with stuff there. When I started running ads for a beauty brand, I found that Meta ads worked best for our target group. I allocated 80% of our ad budget to Meta, focusing on UGC content, influencer partnerships, and Instagram Stories. Because of that, we saw a big jump of 60% in sales!

During a product launch, A/B testing different ad creatives on Facebook revealed that videos outperformed static images by 50%, guiding our budget allocation for future campaigns.

Si hay algo que me gusta muchísimo es el A/B testing, para mi es como volver a sentir que el mkt es divertido!!! Creo que no hay reglas, solo poner manos a la obra. Prepara un par de anuncios, al menos 3 y "correlos" simultáneamente en campaña pagada, déjalos un par de horas, observa su desempeño y toma desiciones en base a ello... Incluso puedes hacer apuestas con tu equipo para hacerlo mas divertido La audiencia te dará la respuesta, confía en el proceso 🙂

Adopt a test-and-learn approach to find what works best. Run A/B tests on different ad creatives, messages, and formats to see which ones drive the best results. Experiment with various combinations and analyze the outcomes to identify patterns. This iterative process helps in discovering the most effective strategies, enabling you to allocate your budget towards high-performing ads

Le test A/B est une méthode incontournable pour affiner vos campagnes publicitaires. Une stratégie que j'utilise souvent est de commencer avec des variations simples, comme des titres ou des images, pour identifier ce qui capte le plus l'attention. Il est crucial de ne pas s'arrêter aux premières conclusions. Continuez à itérer et affinez les éléments gagnants pour maximiser l'impact. Cette démarche progressive permet non seulement d'optimiser les performances, mais aussi de minimiser les risques en évitant de miser sur une seule stratégie. Testez, apprenez et adaptez continuellement pour maximiser votre retour sur investissement et atteindre vos objectifs marketing avec précision.

Half the battle is knowing the right metrics to track. Miro was able to achieve 30% more corporate plan upgrades with no extra ad budget. Here's how they did it: 1. Stop relying on sign-up rates as a proxy KPI. 2. Optimize toward the probability to convert. 3. Move from tCPA to value-based bidding. 4. Conduct an A/B test to verify scalability. They experienced a 30% surge in paying customers and a 33% increase in predicted ROAS, with the same campaign budget.

The real challenge is untangling the complex web of multi-channel attribution. To succeed, you'll need to: Understand User Behavior On Each Platform A user interacting with an Instagram ad on their phone will behave (and track) differently from a user submitting a search query on their work desktop. Understand Reporting From Each Platform Each platform will want to take maximum credit for their activity, but you can't compare Facebook conversions to Google conversions, and neither will give you true and complete value information. Test Incremental Lift The only way to really understand the relative value of different platforms is to run calibrated tests that measure incremental value.

Track ad performance metrics like click-through rates and conversions to identify the best-performing platforms. Adjust your budget based on these insights to maximize ROI.

I’m a big proponent of Marketing Mix Modeling (MMM) because if its holistic approach to measuring results. It’s easier to track results for some channels and platforms, and you don’t want to fall into the trap of data survivorship bias. For example, if you only cared about the channel that directly led to your MQLs, it might look like branded organic search or direct website visits caused 95% of conversions. This is the trap of digital marketing attribution models over the last decade. You could chase CTR, conversions, and CPA to your demise. MMM is an alternative that allows you to push and pull marketing levers and witness the effects over the long run. Then, you can balance your strategy based on what is proven to work.

PLEEEEASE, take time to understand the real journey of your clients!! I have seen several organizations that because they see 40% of sales coming from SEM, they believe they don´t need reach from visual ads, or if they have 50% of recurring sales coming from mailing, then why investing any more on paid? Your client journey can be complex. It could take years for a client (specially B2B) to decide or even need your services. Your positioning has value, your brand has value. Performance is made ON TOP of good brand building, not instead of it. Performance without understanding consumer behavior is going to KILL your business in the long term.

Optimization is an ongoing process. Regularly analyze your campaign data and make adjustments to improve performance. This could involve reallocating budget from underperforming ads to high-performing ones, refining your targeting, or tweaking your ad creatives. Continuous optimization ensures that your ad spend is always working as efficiently as possible, maximizing your ROI

By continuously optimizing our campaigns, we paused underperforming ads and reallocated funds to top-performing ones, resulting in a 20% increase in overall ROI.

Medir, medir, medir. El seguimiento analítico constante, permitirá la optimización de presupuesto vs resultados. Y por sobre todo es importante identificar el comportamiento de la audiencia frente a las campañas vigentes. Gracias a esto es posible potenciar campañas que performan de manera positiva y pausar u optimizar (mediante ajustes en el contenido o segmentacion) a las que no brindan los resultados esperados.

L'optimisation continue des campagnes publicitaires crée un cercle vertueux essentiel pour maximiser votre ROI. Examinez les performances régulièrement et ajustez vos stratégies en conséquence. => Tester, mesurer, ajuster et répéter. En optimisant continuellement, vous adaptez vos campagnes en fonction des données réelles, aux dynamiques du marché et aux comportements des utilisateurs, garantissant ainsi une efficacité maximale de vos dépenses publicitaires.

To measure ad campaign profitability, calculate return on ad spend (ROAS). We all know high click rates are meaningless without conversions. Here are some other ways: 1- Target ready-to-buy customers with specific keywords, with a blend of long-tail and negative keywords to reduce costs. 2- Bid on your brand name to control the narrative and outbid competitors. 3- Use AI for real-time bid adjustments based on factors like location and behavior. 4- Serve relevant ads during key events to increase ROAS. 5- Ensure landing pages reflect ad content to avoid losing customers. 6- Make your site mobile-friendly for better conversion rates. 7- Change Google quality scores to reduce ad costs.

Maximizing ROI across multiple platforms requires a strategic approach tailored to each platform's strengths. In India, brands like Zomato have successfully used a data-driven approach, allocating 60% of their ad spend to performance marketing on platforms like Google and Facebook, resulting in a 150% increase in app downloads within six months. According to a KPMG report, Indian businesses see an average of 20-30% higher ROI by leveraging AI and machine learning to optimize ad spend. Analyzing performance metrics and adjusting budgets in real-time can help ensure that ad spend is being utilized effectively, maximizing returns across all channels.

Utilize automation tools to streamline and enhance your ad management processes. Platforms like Google Ads and Facebook Ads offer automated bidding strategies, dynamic ad creation, and other features that can help improve efficiency and performance. Automation helps in maintaining consistent optimization efforts, reducing manual workload, and ensuring that your ads are always aligned with your goals and audience insights

Using Google Ads’ automated bidding, we were able to consistently outperform manual adjustments, boosting our ad efficiency and achieving a 30% reduction in cost per acquisition.