What is a Digital Campaign Audit?
A digital campaign audit can best be described as a process of examining the features, functionalities, activities, and processes involved in the overall performance of your digital campaign. Auditing your campaigns allows you to take a deeper look under the hood, so to speak. Conducting an audit on your campaigns is an easy way to ensure that your campaigns are performing to optimal potential.
Traditional campaign audits tend to focus on the front end of a campaign – mainly assets, creatives, landing pages, and traffic behavior. With a Digital Campaign Audit, the analysis is taken one step further to ensure all necessary creatives, user flow, and data gathered from web forms are collected, securely stored, and utilized within the healthcare CRM platform. The underlying goal is to improve the return on marketing investment (ROMI) by ensuring proper utilization and interpretation of the data.
When Should You Perform a Campaign Audit?
A campaign audit is recommended after you’ve completed phase 1 (or any current phase) of a campaign. Using the data from your initial phase will help you to analyze insights on your actual audience, top performing asset, as well as evaluate the performance of your web property through analytics data. Utilizing “starting data” will give you a baseline and a benchmark to work against in future phases. You’ll also decide if “testing” of certain features or functionalities will enhance campaign performance, helping to create a plan of action in the process. At the end of the day, an audit should provide insights on how to optimize a campaign to improve your return on your marketing investment in the most efficient and effective way possible.
How Do You Perform a Campaign Audit?
There are key several areas to consider when auditing your digital campaign:
1. Relevancy: Will your landing page provide a good experience for the visitor, or are you creating barriers to obtaining a lead or conversion once a user lands on your page? Landing pages should have clear messaging that is relevant to the user’s search and expectations. Relevancy is one of the key triggers for Google Ad Rank algorithm that determines your cost per click and positioning. They put so much emphasis on it that they will (theoretically) reward advertisers who have high relevancy with lower bids – thus reducing overall cost and improving ROMI. According to Google, certain things you should consider to improve user experience include:
- Offer original content
- Be transparent
- Ease of navigation
- Be mindful of load time (load time should be quick and efficient as possible across all devices. It takes seconds to create a poor first impression)
- Be mobile friendly
2. Motivation: What’s the motivating factor driving users to convert on your offering? How motivated is the user to complete the call to action? For example, is severe knee pain preventing an active lifestyle? Your landing page should emphasize the benefit of knee replacement surgery and the offer should support that theme. It’s important to begin introducing, and reinforcing, that the benefits will sometimes outweigh the cost.
3. Calls to action (CTA): The most important reason why a user will click on your ad (and subsequently convert to a lead) is a compelling call to action (CTA). It’s the attraction, the reason why they are there, and the reason the page was built in the first place. Good examples of top performing soft CTAs include tangible items like download guide, free gel packs, or first aid kit; for a harder CTA, schedule a consultation or book an appointment. Be sure the phone number is clearly visible on the landing page for consumers who prefer to make a phone call. The CTA should be visible, clear, and obvious in its appeal. Remember it takes seconds after a user lands on your page for them to decide if the action is compelling.
4. Interference: Distraction is one of the most dangerous enemies of lead generation. Imagine going through all the hard work of writing content, preparing, and launching your landing page, only to lose traffic to various (fortunately controllable) distractions. Reduce the clutter on your page by focusing on the important elements that will drive leads. Landing pages should:
- Be driven by clear and relevant content
- Contain a single visible call to action
- Include strong testimonials
The goal is to give your user a good experience overall. If you’re unsure about what’s a distraction, consider A/B testing of elements that could cause interference, e.g., design colors, boxes, form location, or long vs short content.
Building a trustworthy landing page (through content, relevancy, structure and load times) is essential for digital advertising, but is even more critical for your lead generation campaigns. Ensure that your content is truthful and relevant, that the landing page is secure and that your privacy disclaimer is visible or easily accessible. Having these key elements develops trust and encourages the user to take the next step. It also builds brand confidence and peace of mind for the user.
6. Marketing Assets: For campaigns, there are a couple key elements to ensuring success:
1. Establishing campaigns for ROI attribution is essential for showing results to clients
2. Proper set up and placement of assets (marketing asset is a keyword, social, display or video ad) in the Evariant Marketing Solution is essential for ROMI recognition.
7. Compliance: To maximize and get the full benefit of a campaign, a certain structure is required for the setup of the campaign assets. All trackable assets should be tagged with tracking parameters that easily identify which asset or tactic produced the lead. An important step in our optimization strategy is to optimize for bottom of funnel performance. For example, we analyze the data to find the conversions that lead to qualified patients for our clients, and we use this intel to inform our optimization efforts. We review performance metrics such as CPL (cost per lead), CPA (cost per acquisition), and specific engagement metrics such as bounce rate instead of focusing on vanity metrics, such as CPC (cost per click) or ad position.
Digital campaign audits should be part of any marketing campaign process because they give you a chance to exam your campaign strategy, analyze performance data and metrics, as well as inform next steps for improving performance. It also provides data insights that could identify other digital opportunities including additional campaigns or assets that could drive further leads.
Interested in a free campaign audit? Request one here.