In our latest article, we would like to briefly present and explain ten of the best and most effective advertising hacks. Thanks to these hacks, you should be able to optimize your advertising campaigns according to various aspects and thus also optimize the budget and ideally reduce costs.
1. Conversion Attribution
The so-called default conversion attribution differs from provider to provider. Advertisers measure the success of their advertising on the basis of the so-called last click.
Google Ads, for example, provides the following parameters for measurement:
- Last click (conversion is attributed to the last clicked ad)
- First click (conversion is assigned to the first clicked ad)
- Linear (conversion is assigned evenly to all ads)
- Time-based (conversion is assigned to the ads closer to the time of conversion)
- Position-based (40% each on first and last interaction, 20% allocated to path)
- Data-driven: Each interaction is considered and allocated individually
Other providers such as Bing, Facebook, LinkedIn or Twitter sometimes have other or further standard conversion attributions.
2. Naming conventions
Order is half the battle. This truth also proves true when creating your analytics data. Since measuring campaigns can quickly become very complex and analyses must be quickly and reliably assignable and understandable, it is advisable to assign clear names right from the start. Think about a good logic here that fits your work processes and is also understandable for other employees and colleagues.
If you lose track of your campaigns and analyses later on, you run the risk of analyzing data incorrectly and, if necessary, setting everything up again.
3. Bidding strategy
First, you should be clear about your goals: What exactly do you want to measure and why?
- Conversion tracking: Recommended if you want users to make concrete interactions on your website.
- CPC (cost per click) is recommended if your main focus is traffic and traffic increase on your website.
- Cost-per-thousand viewable impressions (vCPM) is a method to use if you want to focus on branding and awareness.
- Cost-per-thousand impressions (CPM) is a good method when measuring and interacting with e.g. video content.
Once you are clear about your strategy or even sub-strategy, you can start setting up the measurements.
Let your ideas run free and don’t limit yourself too much in advance! Try out different things and methods and track which methods work well for your advertising and which do not. Try out unconventional methods and go new ways, of course without spending the entire budget on them.
5. Display Ads are up to 90% Scam
How do you solve this?
A conversion rate of 8.6% sounds fantastic, doesn’t it?
Unfortunately, such figures are all too often caused by fraud or fake sites. In your analyses, take a close look at which ads perform on which pages and, if necessary, also check websites directly yourself that cause unusually high conversion rates.
This will ensure that your budget is not wasted on useless scam sites.
6. Targeting is the key
Targeting is the key, but it carries risks! Of course, each of us wants to reach our target group in the best possible way and achieve the highest possible conversions. But only in the rarest cases do we have exact knowledge of who is on the target website and whether they really belong exactly to the target group.
7. Mobile Advertising
This is not primarily the optimisation of ads on the mobile format, but the use of classic communication channels such as SMS, Push or Whatsapp.
However, this type of advertising should be chosen with a lot of consideration and only used in cases where your customers receive real added value (special promotions, time-limited, etc.) so as not to be immediately perceived as spam.
8. Try Native Ads
Unlike social media ads, native ads are advertising campaigns that are adapted to the look and feel of their environment. This means that your ad has a very similar look and feel to, for example, the website it appears on.
This means that it is perceived as an organic component rather than an advertisement.
9. Continuity & Originality
It is not only important to regularly publish high-quality content to measure and analyze your campaigns. Of course, your customers and users also want to stay informed and expect news and value-added content.
Always design your campaigns and ads from the user’s point of view and ask yourself what recurring content and information is important and will keep them engaged.
10. Geofencing Advertising
This still fairly new form of advertising is very efficient. Potential customers and users receive your campaigns as soon as they are in a region / port defined by you. This can be anything, a restaurant, shopping center, etc.
Depending on tthe needs of their current customer journey, this can mean a great advantage to play and display the right ad to them at that exact moment.