5 Ways to Optimize Your Advertising Campaigns in 2023

This article mainly proposes five ways to optimize advertising campaigns in 2023, specifically focusing on creative production and personalized experience, trying different targeting methods, reasonably allocating advertising campaign budgets, being good at using A/B testing, and regularly analyzing activity data to find possible improvements in the data. It is recommended for people who have advertising campaign needs to read and improve their professional abilities.

For marketers, display advertising can be a powerful marketing tool if used well.

But usually, display advertising does not produce good results as soon as it is launched. If you want to achieve certain results, you need to continue to launch it, analyze activity data, and find ways to optimize it.

With the continued economic turmoil, 2023 is bound to be a challenging year for paid advertising, so optimizing advertising campaigns is more important than ever. This article will provide 5 professional tips, hoping to help practitioners improve the performance of advertising campaigns in 2023 and maximize advertising ROI.

1. Focus on creative production and personalized experience

As we enter 2023, more and more voices are emphasizing the four words "creativity is king".

A good advertising idea can not only increase brand awareness, but also improve consumer engagement and favorability. Therefore, in 2023, the creativity of advertising and whether it can provide consumers with a personalized experience will become an important consideration for advertising effectiveness.

This requires advertisers to have the ability to create such ads on a large scale and continuously, and to ensure the controllability of the workload. Therefore, the easiest way for advertisers is to use creative automation. With the help of creative templates and data-based advertising design in creative automation, advertising creation can be simplified and personalized advertising ideas can be quickly provided.

In addition, dynamic ads are also a good choice. Dynamic ads will change according to the current viewer’s own situation (for example, the language on the ad will change according to the viewer’s location), which can ensure the effective communication of information.

Of course, no matter which type of advertising is used, it is necessary to ensure that the advertising creativity matches the brand tone, while providing users with a good experience and building consumers' trust in the brand.

In addition, you need to consider optimizing ads according to different devices. For example, if your audience uses mobile devices, you should consider the size of the banner when designing the ad. It is also best to use a lot of animated ads to attract users' attention.

2. Try different targeting methods

In theory, using different targeting methods to determine potential consumers who may purchase products or services is one way to increase conversion rates. At the same time, the narrower the scope of ad targeting, the higher the relevance of the ad. However, the disadvantage of this method is also obvious, that is, the cost of advertising is relatively high.

Therefore, a new idea I want to provide here is "make your ads more personalized through the power of creativity, and don't run them until you have a certain degree of confidence in the effectiveness and conversion rate of the ad. In this way, you can also save part of the advertising budget."

It is worth noting that throughout the marketing campaign, no matter which targeting method is chosen, it is necessary to pay close attention to the situation of the initial target audience, promptly abandon those audiences that do not perform as expected, and add new audiences, so that the advertisement can be presented to the right people.

In 2023, it is recommended that everyone try different targeting methods. You must know that no targeting method is suitable for all audiences. Only through continuous trial and exploration can you know which method is most effective for a specific activity.

3. Allocate advertising budget reasonably

Don’t expect the same campaign budget to achieve the same advertising results in 2023. After all, data shows that the price of each Google ad has increased by an average of 19%.

So, as a practitioner in the field of paid advertising, on the one hand, you need to give your managers and clients clear and realistic expectations; on the other hand, you need to use the advertising budget reasonably to achieve activity goals including promoting sales, increasing website traffic, and increasing brand awareness.

When you use an automatic ad bidding strategy, you need to set an average daily bid for this campaign, multiply it by 30.4 (the average number of days in a month), and you can calculate the monthly budget. Later, you can adjust the bid based on the conversion rate.

However, it should be noted that a large adjustment of the budget will affect the performance of the entire campaign. Therefore, generally speaking, the adjustment ratio should not exceed 10%. If a large-scale adjustment is necessary, then it should be done gradually. At the same time, before making any adjustments, some strategic optimizations should be carried out first, such as changing the ad creative or changing some elements of the browsing page.

In addition, when allocating advertising budget, it is recommended to set aside a portion for A/B testing. Generally speaking, A/B testing can help you improve the performance of your marketing campaigns.

4. Be good at using A/B testing

In a marketing campaign, no matter how clear the target positioning is, no matter how personalized the advertising creative is, it is difficult to artificially predict the consumer's response, but A/B testing can. You should know that A/B testing is applicable to all marketing activities.

A/B testing can help you identify what needs to be optimized for underperforming marketing campaigns. This means running two different ads or two different landing pages and observing which version your audience clicks on to determine which approach works better.

Relatively successful marketing activities also need A/B testing. After all, there is room for improvement in any activity, and only through continuous experimentation can we find better ways to improve.

It is important to note that when conducting an A/B test, only one variable can be used at a time. This is the only way to know the specific influencing factors. Otherwise, the A/B test is useless. For example, if two ads are launched, everything else should be the same except for the background. In this way, you can see which solution users prefer and optimize accordingly.

5. Analyze activity data regularly and look for opportunities for improvement

In paid advertising, data is crucial. Fully analyzing and utilizing data can, to some extent, improve advertising ROI.

Specifically, when you plan a marketing campaign, you should spend some time to determine the right key performance indicators (KPIs). After all, if the KPIs are not set correctly, all subsequent strategies will be empty talk and will only get further and further away from the goal.

During the activity, you should regularly check the activity report, analyze the data in the report, and make corresponding optimizations and adjustments. Remember that optimization and adjustment is a continuous process, not a one-time behavior, so even if you don’t make adjustments every time you check the report, try to do it once a week to ensure that everything is under control.

It should also be noted that the algorithm cycle of Google Ads is about 7 days, so in the first week of the campaign, no matter how effective it is, don’t rush to change the settings. Give it some time to adjust itself.

Author: Jennie Gao

Source: WeChat public account "Morketing (ID: Morketing)"