Marketing campaign is a long term, forward-looking strategy and an overall game strategy of any company or any industry with the basic aim of achieving a competitive and sustainable competitive edge by knowing the desires and needs of consumers. Marketing is one of the most effective ways to establish and strengthen a firm’s brand name and its market share in any market segment. Marketing is generally a strategic process that is implemented to achieve definite marketing goals. Marketing strategies include creating awareness, generating loyalty, creating participation and increasing sales. Marketing is an integrated process and involves different disciplines and forms of communication and it should be planned effectively to gain the best results.
A good marketing campaign will not only help in improving the products or services offered by the company but will also increase the company’s productivity and profit margins. An effective marketing campaign will not only drive sales but will also have a direct and undeniable impact on the company’s bottom line. In order to measure the effectiveness of the campaign, a company has to have some key performance indicators (KPIs) which are quantifiable and easy to analyze.
The key performance indicators are KPI that will help you understand your marketing campaign and how it is contributing towards the achievement of the objectives of the company. Key performance indicators will help you understand the performance of a specific and detailed segment of the marketing campaign. The objective of the campaign might be to improve the website conversion rate, improve the click-through rate and the number of leads, or to build the brand awareness of the company in a particular geographical location. These are the things that you should look for in KPIs.
You should keep track of the success of the marketing campaign in terms of its impact on the conversion rate. The difference between a successful and an unsuccessful campaign could be in the conversion rate. Conversion rates are the difference between total visitors and new customers. If your campaign is achieving all the goals that you had originally set, then you are doing a great job. If the numbers are not good then you should look for another way to reach the goals.
The other important thing to track is the growth of the brand. If you are using a pay-per-click advertising campaign to promote your brand, you should be able to tell from the data provided by Google, how many times the search phrase or keyword was searched during the first month, a month and a half, and a year. This can tell you how much potential customers are searching for the product that you are offering. It is important to measure this metric because the success of your advertising campaigns will depend on whether people are actually finding your brand.
If the performance of the PPC campaign is lagging behind the desired objectives, then there might be a problem. The main problem could be the keywords that you have chosen for the PPC advertising campaign. There might be too many similar options available in the organic listings that are not giving you quality traffic. If the audience is not interested in the offered options, they will immediately click away from your website. There could also be something wrong with your landing page – if the page lacks relevant content and fails to compel the reader to take a specific action, then the visitor might not be interested in your offer. Your marketing campaign should not fail to make sure that both the keywords and the landing page are effective in grabbing the attention of the audience.
It is crucial to track the performance of the PPC advertising campaigns that you are running. This will allow you to identify which of the two marketing campaigns are having a positive impact on the search results. You can also use the data to determine what changes need to be made on the current campaign to make it more effective. There are a number of software tools that can help you analyze the data from your PPC ad campaigns to identify which of the two strategies are not meeting your goals.
The final thing that you need to check before launching a PPC marketing campaign is the lead form on your landing page. Sometimes, the audience is not very responsive to the landing page or the offers that you are pitching. This will make your campaign ineffective and will also bring in a lot of negative attention. If the lead form is not complete and there is no opt-in form available for the visitor, then they will simply close out the browser window without bothering to respond or even click on any links. If you want to ensure that your lead forms are effective, then you can make use of web statistics software to check the response rate of your lead forms.