Prior to beginning any new campaign, we must learn about your business and marketing goals. This entails a complete audit of any existing online advertising, and awareness of all offline advertising messaging. Additionally, historical prospect and sales data are needed to identify high-value audiences.
Digital Marketing Audit
If you are currently advertising in the Digital Marketing space, we will conduct a comprehensive audit. Our main goal to is to calculate conversion rates by each of the following segments.
- Campaigns, Ad Groups, Keywords
- Search Terms, Ad Placements
- Audiences, Remarketing Lists
- Device Conversion by Day of Week and Time
- Geolocation Analysis
- Demographic Analysis: Age, Income, Gender
- Competitor Analysis
Offline Marketing Awareness
To make the most of your online advertising spend we need to ensure your online messaging mirrors your offline messaging. This is accomplished by reviewing your current offline initiatives.
We'll need to know your major offline competitors, those who you compete within Radio, Television, Print. Once that is accomplished we'll move on to the Historical Data Analysis.
Historical Data Analysis
While every business is different their data usually can be broken down into a few simple categories, Prospects, Sales Customers, and for some businesses After the Sale Service Customers. We review this data, so we can estimate the lifetime value of different segments, as well as the Return on Ad Spend by the different segments.
Armed with the data analysis and audit will be able to create or exclude Custom Audience Segments based on your marketing goals. With defined Custom Audience Segments, advertising messaging and landing pages can be created which cater to each of the segments. These custom audiences, ads, and landing pages are then used to target users on the varying advertising portals, Google, Facebook, Bing, and Yahoo.