So you’re running display and retargeting campaigns. You have your budgets set, your creatives planned, and your offers ready. You’re good to go, right?
Not necessarily. Setting up your campaign is all well and good, but running a successful retargeting or display campaign requires, first and foremost, good analytics.
Here at Kwanzoo, we’ve built one of the most extensive analytics interfaces in the industry. Here are a few key metrics that we consider essential for campaign success.
Budgeting & Spend Metrics
Counting leads is all well and good, but they are more meaningful when they are related to spend. Good analytics means having real-time access to spend data across ALL your campaigns, both at the individual and aggregate level, along with cost-per-lead metrics.
What we offer:
Track budget and spend across ALL retargeting & display campaigns in one interface, with CPL.
Ad Engagement Data on Known Contacts & Anonymous Users
Good analytics means capturing any data you can on known contacts in your marketing automation (MAP). A best practice would be to capture all known prospect interactions with your ads directly into your MAP/CRM, so that you are adding display nurture touches to the mix, alongside your website and email touches. Net-net – you get faster to marketing qualified leads (MQLs).
What we offer:
Capture ad activity into Oracle | Eloqua custom data object (CDO) records. Feed ad activity data from your MAP to your CRM. Also view all known MAP contact ad activity directly in Kwanzoo’s screens.
We also capture and report on anonymous user engagement with the ads, including the IP address, company or organization, geo location, publisher domain (where the ad was served) and more.
View Through Site Visits & View Through Conversions
As you run retargeting and display campaigns, you will see an interesting side effect. Besides the prospects who engage with your ads, you will see a larger number of users who view the ad but directly go visit your website or fill out a form on a website landing page. But can you measure this?
What we offer:
Check out Kwanzoo’s view through metrics where we report on site visits and website conversions that can be attributed directly to your ad campaigns.
Track Viewability of Ads
Are your ads being served above the fold (in the top or viewable area of the browser window)? Ideally, at least 15% or more of your ads should be served above the fold in all ad sizes. Good analytics means being able to review WHERE as well as when your ads are being served.
What we offer:
Kwanzoo’s platform reports on both the counts and percentages of viewable impressions.
Persona-based and Multiple Ad Creative (for A/B Testing)
Most marketers want to run multiple versions of ad creative. And you also understand why its important to serve more relevant ad creative based on prospect stages. After all, which prospect wants to see the exact same ad over and over again, say 30 times a month? But even if you were to do this, can you get a breakdown of stats by creative, so you can find out what works best?
What we offer:
Track individual metrics for each creative you are running, including impressions, viewable impressions, engagements, and CTA click throughs. Or, with our persona-based ad serving (rules) engine, you can do even better by delivering specific creative to known contacts based on job title, lead score, and more.
Tracking Captured Leads
Good analytics for your campaigns doesn’t just stop at the ad analytics level – it also means tracking attribution of retargeting and display leads all the way back into your own MAP or CRM system. We recommend using tracking fields (such as Lead Source, Salesforce Campaign ID and more) to keep track of your retargeting leads, so you can find out which leads are converting down the line.
What we offer:
Append up to 10 additional fields to your leads that are captured directly in Kwanzoo’s rich media ads (with our unique in-banner form technology). Easily route the leads into your MAP/CRM.
Lead Staging, Data Append, and Elimination of Junk Leads
Every marketer knows how annoying it is to have to dig through piles of junk leads. Ideally, good analytics includes recording your leads in a staging interface so that you can eliminate junk leads before they come into your system.
What we offer:
Mark and eliminate junk leads, append more data (e.g. geo data) and edit leads before posting into your MAP/CRM.
SUMMARY
Good analytics means connecting all your data dots, and leveraging every metric available to you to maximize campaign performance. We wish you the best of success, as you help expand out your analytics and measures, deliver leads, MQLs, nurture and ROI and make your sales teams proud!