Media planning always starts with a series of strategic questions. Target audience descriptions are at the top of our list of discussion points. We’ll use what we learn from you about your target audience’s demographics and psychographic traits to extrapolate additional behaviors, likes, dislikes, attributes, and interests. These additional details help us build media plans that will guide ads to their targets every time.
According to a recent AMA-published Libris report, 70% of marketers say they get better results using visual content, including all types of video and photography. Between the two, video is seeing the highest demand due to its ability to drive greater engagement in advertising, social media, websites, editorial and PR. Talk to us to see about incorporating video into your next media campaign!
Google Analytics allows us to track traffic to your website through various metrics. Page Views are visits to individual pages on your website throughout the course of a single web session. Google Analytics tracks a page view each time you move to a new page on a site and counts it again even if you go back to the same page more than once. In contrast, a web session (or user session) happens when Google Analytics tracks a visit from an IP address who hasn't visited your site in the past 30-minutes. Web sessions will often include multiple page views.
Many of our clients ask how we measure the ROI or 'Return on Investment' on their media campaigns. This is a valid question especially because advertising can be a significant investment! Typically, we'll monitor and share ROI data through our monthly metrics reporting. Quantifying ROI depends on your campaign's specific strategic objectives. Tracking growth in website traffic, ad engagement as well as conversions attributed to the advertising campaign all help to showcase the success of your advertising efforts.
Tracking pixels are actually small snippets of code that are inserted into a website to provide useful information on the site’s traffic volume and referral sources. Ad campaigns that use multiple types of media vehicles may use a different pixel for each media outlet to determine which one is driving the most traffic to a campaign landing page.
One approach is to invest in a conversion-based advertising campaign that includes media tactics designed to drive qualified traffic to your website. Once on your web page, your visitors will have the option of performing a conversion action like filling out a form, viewing a video or downloading a white paper. If the visitor doesn’t do any of those things during their visit, we can tag them with a cookie (another word for tracking code) and retarget them until they return to the site and eventually convert.
SEM (Search Engine Marketing) is also known as Paid Search. Search engines like Google, Bing and Yahoo sell advertising based on users’ keyword-specific search activity. SEO (Search Engine Optimization) relates to organic search. When a user conducts an organic search query, search engines deliver websites in page ranking order according to carefully computed SEO scores.
Programmatic ad buying is an automated method of buying online advertising that includes entering data into computers and letting the machines make decisions on ad placement and spending. Programmatic buying often happens in real-time, making digital campaign updates easier.
We get asked the “How much?” question a lot! The short answer is that the size of any media budget, Facebook or otherwise, is directly related to the breadth of your target audience and its corresponding geographic scope. Understanding your target audience is key to a well-laid-out media plan. There’s no one-size-fits-all approach to buying advertising!