Return Expectations for Digital Ads

Many clients ask us, “How quickly….” or “How much….” can we expect in return from our digital efforts?  Unfortunately, the answer is never clear cut and quite challenging to forecast without a few things.

To answer this question properly you need a foundation of repeated ad campaigns with consistent budgets, audiences, content, and events.

Much like a scientific experiment, manipulating and creating slight variations between campaigns help digital marketers nail down the best approach for conversions and controlling costs.  

If you already have several months of data, most digital marketers should be able to go in, review campaigns and make some predictions, however, if the campaigns were put in place without proper testing protocols coming up with an answer would be a complete guess. 

Starting fresh, with a sound initial database, we can normally make accurate and responsible forecasting after about 90-120 days.  This gives us time to build out proper segments, manipulate the audience based on engagement and select the proper content, budgets and offers to get the most optimal return.

The work does not stop there.  Campaigns need tightened up frequently, new offers need to be presented, audiences need refreshed and the content needs to be new and exciting.

For the best return for the most basic campaign, we always suggest abandon cart campaigns.  These are customers that have already made their way down the funnel and need some sort of nudge to remind them to buy.  For the most likely return, include an offer on the ad.  If you do not like offering discounts, simply get the branding in front of them as the reminder.

Feeling a bit more advanced?  Use Dynamic Ads to get the exact product in front of the customer that they have been considering.  This improves conversion immensely.

This probably sounds great but can be a bit scary for most brands to launch.  If that’s the case, let us know, we’d be happy to apply our experience to improving your direct to consumer sales.

Work Your Database

In the 5 years that I have been managing Pinnacle Brand Management, the success of our clients has been largely based on the size and quality of their DTC database. 

Well managed, segmented and accurate email lists is the key to digital marketing success when selling Direct to Consumer on your own website.

The clients that have seen quick success are the ones that can export us a list of verified buyers from their website. The larger the list, the larger the sales success.  Even better if they can segment the lists by specific item purchased.  Other clients, ones with smaller lists, we’ve had to grind our way through, coming up with unique customer acquisition strategies to grow the list to a point where our digital marketing efforts can work.

The clients that have sent us unsegmented lists, or just a basic email list dump, have struggled.  A large list of random email addresses without any point of reference (like a common link of purchasing on your site) muddies the data and makes it exceedingly difficult for algorithms to pinpoint who you are looking for.

Tools like Facebook Business manager are great, especially if you can give it enough data to be able to replicate large and strong look-a-like audiences. 

If your current verified buyer email lists aren’t generating you new business, then you are missing a massive opportunity.