This article was written by Ted Dhanik
Banner advertising campaigns can be work intensive, and neglecting a campaign can lead to overspending quite quickly. If you don’t want to burn up your budget, take these tips to run your campaign more efficiently.
Before you start, it’s important to identify the purpose of your campaign. This determines the means you’ll take to reach those goals. For instance, conversion based advertisers will want to optimize their goal funnel so the user enters precisely the right amount of information and nothing more. This increases conversions through elimination of extra steps. Display advertising for branding will want to prominently feature a logo, or a top selling product to raise awareness. Set the objective, and it will guide everything you do.
The more you can automate, the better. The most obvious example is time parting, where you automate when your campaigns are active. Some networks will allow only day parting, others allow it by the hour. Automating when your ads show will help you hit targets that are hotter at different times of the week. Reporting is another example of where automation can shine. If you can auto generate reports, and have them delivered to you, you can analyze only the most important data on a scheduled basis.
Auditing your campaign helps you scale more efficiently. Anyone who uses automated bidding, for instance, can instantly compare those results to their manual bids. This may uncover opportunities, or help you trim fat. If you’re using broad or negative keywords, an audit can also help you uncover off-topic or expensive keywords. Reallocate your budget accordingly.
Bio: Ted Dhanik is a direct marketing guru who is also the co-founder of engage:BDR. Ted Dhanik has been managing display advertising campaigns for over fifteen years. Find out more tips for efficient campaign management from Ted Dhanik.