This is the final of six posts to delve deeper into each of the six steps of our free available guide - "6 Steps to Assessing Your Online Marketing Spend". If you haven't already you can sign up below to download this guide.
The final step of the guide we share a checklist to ensure you are getting the basics right to a successful running marketing campaign.
We feel this checklist is so important to implement we thought we’d share it again on our Blog. The below checklist covers what is needed to ensure you are getting the basics right to a successful online paid marketing campaign.
TOOLS
Google Analytics – an analytics platform setup correctly is a must
Google Data Studio - data visualisation reporting tool
Google Tag Manager – manage on-site tags
Google Keyword Planner – research keyword volumes & new ideas
Facebook Ad Library – review competitors ad creatives
Page Speed Insights – review page speed & identify issues
Third party app tracking platforms such as Appsflyer
TRACKING
Auto-tagging enabled for both Google & Microsoft Ads
UTM Parameters setup for all active Paid Social campaigns
Include source, medium, campaign, ad set & ad name
Implement dynamic parameters when possible
Channel tracking is being pulled through in Analytics
Cross domain tracking setup (if subdomains being used)
SETUP
Consistent campaign structure across each platform
Search – campaigns segmented by target country, match type and keyword type (Brand/Generics/Competitor)
Social – broader structure to allow the pixel to optimise, campaigns segmented by country & Remarketing/Prospecting
REPORTING
Google Data Studio in use to visualise data & automate reports
Worth investing the time in building reports to save time longer term
Using one source of truth for conversion data
Pull conversions from Analytics for all channels to avoid multiple counting
Reports setup include by platform & day, by campaign type and/or keyword and budget trackers
COVERAGE
Keyword coverage not too broad reducing overall PPC conversion rate
Reviewed Keyword Planner for expected search volumes & new ideas
Setup Microsoft Ads daily import from Google to update keyword coverage & ads
Targeting large enough audience through Paid Social and not too granular
BUDGETS, TARGETS & PLAN
Budgets aligned with expected seasonality
Allocated budget in line with expected campaign performance
Allocated testing budget - test to learn & grow
Set realistic targets - see step 2 in upcoming action plan
Marketing plan in place for upcoming months
If you haven't already, sign up below to access the full FREE guide to "Assessing the Effectiveness of your Online Marketing Spend".
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