Welcome to Part 4 of the Digital Consumer Journey. Next, we take a quick look at how to optimize the funnel to maximize performance and hit target KPIs. Review Part 1, Part 2, and Part 3 – then dive in!
Properly implemented data points give us the ability to practice advanced optimizations on our campaigns, while daily monitoring and optimization are essential to the success of a campaign. With the information available at our fingertips, a set it and forget it mentality is not sufficient. Proper optimization allows us to adjust our customer journey map along the way to continually ensure we are serving the most relevant and effective content. Ad adjustments might include some of the following:
- Site/network placement
- Audience targeting (behavioral, interest, contextual, demo, etc.)
- Bid adjustments
- CPM adjustments
- CPC adjustments
- Creative/content testing and revisions
- Day/time adjustments
- Goal flow optimization
With the amount of data points available to us we can customize our messaging, images, value proposition and CTA to reach the prospect on a personal level. Optimizing the content we are serving, along with where we are serving it and who we are serving it to, allows us to serve highly relevant ads to consumers. With privacy, tracking and ads being under more scrutiny than ever, it is imperative that we are providing consumers with valuable content and offers when they need it – opposed to shoving something they don’t want down their throat. Nobody gets mad about seeing an ad with useful information for something they want.
With proper mapping, segment building, targeting, ad serving and optimization, we can be sure to reach the right prospect, at the right time, in the right place, with the right message.