PLAY’s System for Tracking & Improving Digital Ads in Real Time

One of the biggest advantages of our digital campaigns is the depth and specificity of results tracking we can implement. A well-planned digital campaign lets us precisely track where and when our results come from.

Every marketing campaign—no matter the size or scope—has an experimental aspect to it. It comes with the territory any time you’re using creative communication to try to elicit a response from an audience.

That’s exactly why we’ve spent so much time and effort on creating systems to track results in digital marketing campaigns. Tools like Google Analytics and email marketing software can usually tell you when and where clicks come from, but they can’t analyze the success of creative elements like graphics and tone.

Our KPI (key performance indicators) sheet allows us to take result tracking to the next level. We pull select metrics like impressions and click rates, then analyze them against certain variables in ads to help us pinpoint what’s working, what’s not working and what needs to change.

It also helps us keep our clients updated on a campaign’s performance on a much more consistent basis. We can also communicate our thought process more simply with our easy-to-comprehend KPI sheet.

The KPI sheet essentially acts as a living, breathing research document that helps us improve the campaign as it unfolds. With this data at our fingertips, we have a reason for nearly all strategic and creative decisions that we make.

It removes guesswork and hunches from the equation and replaces them with facts and hard reasoning.

You could call these variables and the way we analyze them our secret sauce. Our analytics tools are no secret and they’re certainly not proprietary. However, the way we use these variables to adjust our strategy and improve the performance of digital ads in real time is a process all our own.

For example, a recent campaign that we created for TOBA Inc. used Facebook and display ads to target a very niche audience. The first phase of the campaign was determining the variables in our ads and how we would measure the success of the ads themselves.

Determining our full set of variables up front lets us track the results of our campaigns in real time. We also determine what constitutes success before deploying the ads.
Knowing exactly what we’re looking for in terms of successful execution lets us quickly pivot the messaging, graphics or location of a given ad when needed.

When ads don’t meet our performance metrics, we use our secret sauce to determine which factor of the ad is the cause. We then fix that aspect of the ad.

Conversely, ads that meet or exceed our performance metrics teach us a lot. The same system that pinpoints flaws in an ad also pinpoints an ad’s strengths. When we find a graphic style, messaging tone or delivery location that works, we’ll then determine how we can implement that strength into other applicable parts of the campaign.

By determining our metrics for success and our campaign variables at the start, we take the speed and trackability of digital marketing up a notch by removing as much guesswork as possible.

It’s not enough to simply have more details about how a campaign is performing, it’s about the why. If you don’t use the information from performance tracking tools to improve the marketing, why use the tools at all?

That’s precisely why we’ve developed a system that lets us use KPIs to learn about our campaigns in real time so that we can improve them in real time, too.

If you want to learn more about our digital marketing strategy and how we use to get you better results, fill out the form below: