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What are the most effective ways to optimize a display ad campaign with data?

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Display ads are a powerful way to reach and engage your target audience online. But how do you make sure your ads are performing well and delivering the best results? The answer is data. Data can help you optimize your display ad campaign in many ways, from planning and designing to testing and measuring. In this article, you will learn some of the most effective ways to use data to improve your display ad campaign and boost your media sales.

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Isabel García Fernández

?? Hago que la gente te conozca y te compre? ? Especialista en Publicidad y Marketing ?? Mejor visibilidad = Más…

1 Know your goals and metrics

Before you launch your display ad campaign, you need to define your goals and metrics. What are you trying to achieve with your ads? Who are you trying to reach? How will you measure your success? These questions will help you set clear and realistic objectives and key performance indicators (KPIs) for your campaign. For example, if your goal is to increase brand awareness, you might use metrics such as impressions, reach, frequency, and click-through rate (CTR). If your goal is to generate leads or sales, you might use metrics such as conversions, cost per action (CPA), and return on ad spend (ROAS).

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Isabel García Fernández

?? Hago que la gente te conozca y te compre? ? Especialista en Publicidad y Marketing ?? Mejor visibilidad = Más clientes? ?? Consultoría y estrategia publicitaria ??? Podcast: SEMtido para emprendedores
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Una de las formas que utilizo para testar qué anuncios gráficos funcionan mejor, además de métricas como el CTR, es hacer una buena selección de creatividades en diferentes formatos, tomando como referencia al menos 3 puntos de dolor que tiene mi público objetivo. Después intento a?adir alguna palabra o texto relacionado con ese punto de dolor y las imágenes y en base a esto analizo métricas. Después selecciono aquellas que obtienen mejores resultados y continúo tirando del hilo que mejor funcionó.

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2 Segment and target your audience

Data can also help you segment and target your audience more effectively. You can use data from various sources, such as your website analytics, customer relationship management (CRM) system, social media platforms, and third-party tools, to create detailed profiles of your ideal customers. You can then use these profiles to target your ads to the most relevant and interested segments of your audience, based on factors such as demographics, interests, behaviors, and locations. This will help you increase your ad relevance, engagement, and conversion rates.

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Isabel García Fernández

?? Hago que la gente te conozca y te compre? ? Especialista en Publicidad y Marketing ?? Mejor visibilidad = Más clientes? ?? Consultoría y estrategia publicitaria ??? Podcast: SEMtido para emprendedores
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Desde mi experiencia, una de las formas que tenemos de segmentar bien, es utilizando en los textos las necesidades, dudas, puntos de dolor e incluso palabras clave relacionadas con las búsquedas que harían personas a las que podemos ayudar con nuestros productos o servicios. Esto combinado con unas buenas creatividades puede marcar una diferencia en los resultados muy positiva.

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3 Design and test your creatives

Another way to use data to optimize your display ad campaign is to design and test your creatives. You can use data to inform your creative decisions, such as the size, format, color, image, copy, and call to action (CTA) of your ads. You can also use data to test different versions of your ads and compare their performance. You can use methods such as A/B testing or multivariate testing to experiment with different elements of your ads and see which ones generate the most clicks, conversions, or other desired outcomes. You can then use the insights from your tests to optimize your ads and improve your results.

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Isabel García Fernández

?? Hago que la gente te conozca y te compre? ? Especialista en Publicidad y Marketing ?? Mejor visibilidad = Más clientes? ?? Consultoría y estrategia publicitaria ??? Podcast: SEMtido para emprendedores
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Algo muy importante a tener en cuenta, es que los resultados hay que analizarlos de manera holística. Eso quiere decir que las métricas las podemos analizar de manera diferente en función de nuestros objetivos de campa?a. Por ejemplo un CTR de un 1,5% puede ser un desastre en una campa?a a tráfico frío en META y un súper resultado en una campa?a de display de google. Mucho ojo, y no es por presumir de gallega, pero todo "depende"

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4 Track and measure your results

Finally, data can help you track and measure your results and evaluate your display ad campaign. You can use tools such as Google Analytics, Google Ads, or other ad platforms to monitor and analyze your ad performance data. You can also use dashboards and reports to visualize and communicate your data to your stakeholders. You can use data to answer questions such as: How are your ads performing against your goals and metrics? Which segments of your audience are responding best to your ads? Which creatives are generating the most engagement and conversions? How are your ads affecting your overall media sales? You can then use the data to identify what is working well and what needs improvement, and make adjustments to your campaign accordingly.

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Dan Prudhomme

Smarter segmentation. Bigger sales | Helping service-based businesses turn audience data into revenue | Follow for right-message, right-time strategy & personalization that converts
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1. Define Objectives: -Clearly outline campaign goals, such as boosting sales or increasing brand awareness. 2. Select Key Metrics: -Choose relevant metrics like CTR, conversion rate, and CPA to measure success. 3. Implement Conversion Tracking: -Set up tracking to monitor user actions post-click, such as purchases or sign-ups. 4. Regular Monitoring: -Keep a close watch on performance metrics and adjust strategies accordingly. 5. A/B Testing: -Test different ad elements to identify what resonates best with your audience. 7. Audience Segmentation: -Divide your audience based on demographics or behaviors to deliver more personalized ads.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Isabel García Fernández

?? Hago que la gente te conozca y te compre? ? Especialista en Publicidad y Marketing ?? Mejor visibilidad = Más clientes? ?? Consultoría y estrategia publicitaria ??? Podcast: SEMtido para emprendedores
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En definitiva, lo más importante antes de lanzar una campa?a de publicidad online es dise?ar una buena estrategia, el objetivo no es que tengamos más seguidores, más impresiones o más clics. El objetivo es que convirtamos clics en visitas y visitas en clientes. A menos que te dejes guiar por tu EGO es mejor la calidad que la cantidad..

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What are the most effective ways to optimize a display ad campaign with data?

1

2

3

4

5

1 Know your goals and metrics

2 Segment and target your audience

3 Design and test your creatives

4 Track and measure your results

5 Here’s what else to consider

Media Sales

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What are the most effective ways to optimize a display ad campaign with data?

1

2

3

4

5

1 Know your goals and metrics

2 Segment and target your audience

3 Design and test your creatives

4 Track and measure your results

5 Here’s what else to consider

Media Sales

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