Promo Pages has released a step-by-step guide to analyzing advertising campaigns to products and services. Now you will quickly figure out where to start analyzing, how to find campaign weaknesses, how to work with them, and how to scale successful results. This checklist will be useful for both beginners and professionals. It is presented in a convenient format: “Problem – Possible Causes – Solution.”
General plan for diagnostics of an advertising campaign
Moderation; settings (basic: budget, targeting, interest sand habits, segments). Next, we check the campaign statistics – campaign indicators in dynamics, diagnose the problem. Then we draw conclusions and determine which indicators need to be optimized.
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Checking the advertising campaign
advertising campaign status; advertising campaign impressions; moderation status; advertising account balance; advertising campaign limits. To do this, check the basic indicators in the “Statistics” section of the advertising account. When assessing the indicators, we focus on the category benchmarks. type of advertising campaign (daily budget, cost per reading, cost per click); CTR; percentage of readings; percentage of external transitions. Depending on the campaign type, we also look at the set bid and limits. We check whether Metrica is linked to the account and whether the goals are set up. This will help evaluate the effect of advertising along with deferred conversions. Find the campaign in the key metrics grouping menu. This will help you track which metrics or settings need to be optimized during the placement process.
Problem: not spinning / few impressions / impressions dropped
Advertising campaign indicators can affect the speed of budget implementation. We recommend checking them for compliance with the benchmarks in the advertising account, and if they are lower, you need to work on their optimization. Limiting your social demographic targeting can also impact your impressions and delivery rates. For example, if your campaign is targeting a small city and is limited to a narrow age range. Don’t narrow your targeting unnecessarily. Your ads will be shown to people who are more likely to read the article to the end and make an active visit to your site. A low bid or a sharp decrease in the bid may result in a decrease in impressions. For example, your campaign started to actively promote, but 7-10 days after the launch, impressions dropped sharply. Most likely, you do not have enough bid to continue winning the auction after the campaign has been trained. You need to gradually raise the bid and monitor the performance of the advertising campaign.
Problem: Low CTR
We check the number of headings in africa phone number database the article: for YAN there should be 5, for Search – 10-15. Check headlines for clickbait. They will most likely make the reader click through to the article, but they are unlikely to finish reading it and then click through to the site. Therefore, it is better to avoid overly emotional wording and ellipses, and not exaggerate or distort information. We check that the headlines are not in the style of Yandex.Direct. In PromoPages, the headlines should be emotional, promising to answer a person’s question or find a solution to a problem. A Yandex.Direct ad immediately gives ready-made offers, and the headline of PromoPages explains why the reader needs to click on the link. Headlines should be specific and correspond to the topic of the article. When a user goes to an article, he or she receives completely different information than he or she expected to read. In this case, it is better to adjust the headings.
Problem: few reads/low percentage of reads
Possible reason: the titles do not correspond to the content of the article, there are not enough of them, or they are not catchy enough. It is recommended to place text after the title, not an image. If the image is placed below the title, users may not see the text and leave it, assuming that there is nothing further to follow. Choose horizontal images for usa bu the article. Long vertical photos take up more than one screen, which means that not everyone will want to scroll further to get to the rest of the text. Format photos into a gallery. If you need to add several pictures in a row to an article. It is better to also format the disclaimer and sources in a gallery. If you have a disclaimer/sources/bibliography, use a gallery. Remember that pictures in an article not only simplify the perception of the text, but can also evoke emotions, focus attention on a specific part of the article. Therefore, do not forget to add eye-catching images and complement them with an informative signature.
Problem: Low conversions / expensive conversions
As a rule, conversion rate directly depends on how much the text hooked and convinced your audience. Before investigating the issue, make sure your landing page is working correctly. The metric counter has not changed and the goals on the site are set up correctly. Make sure that enough time has passed to evaluate the campaign’s performance. You shouldn’t make a decision about the campaign’s success if several days or even weeks have passed since its launch (especially if the product has a long decision-making cycle). Don’t forget to evaluate delayed conversions. They allow you to objectively evaluate the effectiveness of advertising campaigns in the long term, especially when users need more time to make a decision.
Technical issues that can affect conversion:
The landing page should be a logical continuation of the article. For example, if the article is about one product, and the landing page leads to a general catalog, this may affect the conversion rate. Check the loading time of the site and the metric counter on it. Use Web visor to check the path readers take before converting: are there too many steps, what are the blocking factors on the site, what might be stopping them. Analyze the call-to-action. This is the main tool that motivates the reader to perform the target action.
Check the number of links throughout the text. If there are no links at all or they are only at the end, then you can put them according to the meaning starting from the second part of the text. Check for a CTA. It should clearly tell the person what they need to do. For example: “Scroll further to go to the site and calculate an approximate loan payment in a special calculator.” Be appealing, but don’t push. You don’t need to add caps lock or multiple exclamation marks to be effective. This is off-putting and may not lead the reader to your site. A good example: “Enjoy 10% off your first order for new customers.”
