To optimize your marketing campaigns, you must adopt the best practices. The results from analytics data represent a valuable source of information allowing you to make relevant decisions.
Find out how to collect, read and use this data in order to extract concrete and effective solutions for the optimization of your marketing campaigns!
Data: how to collect and read it to optimize your campaigns?
Here we present two essential tools for collecting relevant data and analyzing it: Google Analytics and Data Studio. It is through the analysis of this data that you will be able to put in place effective strategies to optimize your ROI, gain more customers and obtain better sales.
Google Analytics: an essential tool to master
The role of the digital marketing manager is decisive in the strategy and development of the company to which he belongs. To be a force of proposal, he must be based on concrete data, know what are the weak points of a Google Ads campaign or a site and thus be able to determine areas for improvement.
The data from the company’s website prove particularly instructive to measure the effectiveness of campaigns. They make it possible to answer a crucial question: have Internet users taken the expected actions (for example, making a purchase or subscribing to a newsletter)?
Google Analytics is a free service that gives you a complete overview of the actions taken by Internet users on your site. This gives you reliable data to understand visitor behavior and analyze the performance of your marketing campaigns. But to fully exploit this data, having it available is not enough, it must be interpreted.
Data Studio: data visualization at the service of your strategies
Data Studio is a data visualization tool made available free of charge by Google.
Data visualization allows you to generate effective reports:
- It translates complex data from different sources and platforms (Google Ads, Google Analytics, etc.) in a simple, intuitive and colorful way.
- It is an essential decision support tool.
Data Studio has many advantages for effectively managing your campaigns. Its main advantage is visual: the data is presented in the form of graphs or tables that are easy to understand. At a glance, you have access to important information. You know which actions have made it possible to achieve good results or not. This makes it easy to determine which points still require optimization.
Its other advantage is that it allows you to adapt the KPIs according to your needs: you follow the indicators that are relevant to you. Thanks to automation, your reports are always up to date with the most recent data, no matter how quickly you choose to generate them.
With data visualization, you have access to a dashboard that is both comprehensive and immediately understandable. It’s a real time saver. If you have launched a marketing campaign to promote a new line of dietary supplements, you can get a simple display of results on the KPIs that interest you.
- How many people have seen your campaign?
- How many of them made a purchase afterwards?
- Among your audience, which specific profiles made a purchase after seeing your campaign?
Everything is displayed as a visual, and the most important data appears first for immediate understanding.
Campaign optimization: 4 effective strategies
Google Analytics allows you to collect a lot of data. Data Studio will help you analyze and present them effectively. Now discover several strategies to use this data and optimize your campaigns.
# 1 – Optimization with the margin strategy
Here, it is a question of increasing the value of each conversion carried out. For example, in the case of a site selling food supplements, it will be:
- Analyze the most frequent requests made on search engines.
- Check if the budget allocated to the promotion of food supplements corresponding to these requests is coherent.
- If necessary, increase the expenditure to make it possible to cover the market more effectively.
It can also be to set up a remarketing campaign, that is to say to target the products most often put in the basket, but which were ultimately not purchased.
As you will have understood, the objective here will therefore be to concentrate your efforts on products which are already naturally successful, in order to increase your profits.
# 2 – Optimization with the cost strategy
With this strategy, the goal is to reduce costs on stocks that do not generate enough profit. In other words, you stop or pause the things that are holding back your profitability. These could be weak keywords or ads or campaigns that are not achieving the desired results.
# 3 – Optimization with the market share strategy
With this optimization strategy, the goal is to focus on what is already working. For example, if certain keywords give great results, you will be working on increasing your reach on link queries. This will ensure you keep your place in search engine results and increase your conversion volume.
Also remember to optimize the titles and descriptions of your ads, in order to always better position them on the queries sought by Internet users.
# 4 – Optimization with the market size strategy
This strategy goes against the grain of others, since it is a question here of looking for other markets on which to position oneself, and not to bet on the existing one. It is particularly useful when your target market is saturated or you have already taken full advantage of other strategies.
You can, among other things:
- Find new keywords on which to position yourself, especially using tools like Google Keywords, Yooda Insights or Yoast.
- Modify certain campaigns to reach a new audience for your flagship products. For example: for a solar dietary supplement campaign, also create campaigns for seniors if this has not already been done.
Exploit new distribution networks for your campaigns: Instagram, Spotify, YouTube …