So you just went live with your most recent ad campaign. You’re done, right? Time to just jump right into the next one? NOPE.

Putting your content out there is just the first step. In this article, we’re breaking down how to formulate your next campaign using the data you’ve collected from your past campaigns analytics.

Because what’s the point of collecting data if you don’t know how to decipher it? Let’s get started.

LET’S TALK ANALYTICS :

When most people think of the success of a campaign, they tend to hyper-focus on the sales. But your campaign analytics can tell you so much more about your content beyond just how many people converted.

If you’re looking for answers about how people respond to your content, what you might lack, and how you can keep improving your campaigns, it’s all in your analytics. Not knowing what your audience thinks isn’t an excuse anymore. Their actions are going to speak louder than their words. You just have to know how to translate.

WHY SHOULD YOU CARE?

One word. Well, technically three. ROI. Of course, every campaign you develop is going to have a purpose. But if collecting data and insights isn’t one of those goals, then you’re missing out on a HUGE chunk of the worth of your content. Knowledge is power, and data is your key to gaining that knowledge.

Knowing how to learn from your past campaign’s performance will only lead to better and more successful content. Which will help you reach more objectives more often while cutting back on wasted marketing funds.

Not understanding your own data is not an excuse to create poorly performing content.

HOW TO GAIN INSIGHTS FROM ANALYTICS

To move forward, it always helps to look back. First, you have to know where to look. Typically the platform you use to distribute your content will provide analytics to track. Some will even tell you the trends they’re finding. But we don’t recommend relying solely on that strategy.

Cuz the only thing worse than not collecting your data is to collect tons of it and have no idea what to do with it.

To start, you have to grasp what goals you’re hoping to achieve with your next campaign. Are you looking to increase your engagement, drive more traffic, boost your conversions?

Once you have a goal in mind, you’ll have a better idea of what kind of data trends you need to be looking for.

DATA TRENDS + INSIGHTS :

LOW ENGAGEMENT RATES

This one seems pretty straightforward, but it could mean a couple things. Poor engagement rates in your analytics mean that your audience just isn’t interacting with your content. No likes, no comments, no shares, no clicking to learn more. This could signify a few things. Your content needs to be stepped up, OR your content is great, but it’s reaching the wrong audience. Or not enough of the right audience.

When this happens, we recommend performing an AB split test. A marketing experiment of sorts. Keep one aspect of your campaign constant and observe what happens when you release multiple forms of your content. An example would be creating 2-3 different styles of similar content then releasing it to the same audience groups. Or vice versa, creating one content style and testing how it performs within various audiences.

LOW CONVERSION RATES

A poor conversion rate is a bit trickier to nail down, as the underlying problem could be deeper than just the content you’re putting out. Such as pricing or market demands.

But one idea we can suggest is to test out how your conversions shift when you offer promotions for your products or services. Promotional content that offers deals or promotions carries major psychological powers when closing sales and converting customers.  

STANDARD REACH + HIGH FREQUENCY

This is a sneaky one. It shows us that while it appears you’re reaching lots of people, many of those impressions are the same people being exposed to the same content multiple times. It seems like a good thing, but really, it isn’t that great.

Not technically horrible, just don’t get fooled by this and think you’re reaching tons of unique visitors when really it’s the same people again and again.

HIGH IMPRESSIONS + LOW CLICK THROUGH RATES

If you see this in your analytics, it means that tons of people see your content –they just don’t care enough to click on it. So what does this tell you? Well, it might be time to adjust the kind of content you’re putting out.

This could mean formulating your copy to better suit your audience or the platform on which you’re distributing your campaigns. Or incorporating more visually pleasing aspects into your designs, as people tend to respond better to visuals and faces than just words. Try reworking your CTA to be more direct or assertive.  

HIGH ENGAGEMENT RATES + LOW CONVERSIONS

This one tells us that you’re reaching the right people, and they’re actually enjoying your content! That’s great! But something is stopping them from pulling the trigger. So now it’s time to do some digging.

Double-check every aspect of your sales funnel. Where do you see most people falling off? Do you have a poorly designed website? When potential customers click on a link, do they get taken to a short, strategic landing page that offers exactly what they’re expecting? Or do they have to jump through hoops to make a purchase? Is your CTA not clear?

It’s vital that you locate where your customers are giving up, figure out why, and adjust accordingly.

THERE YA HAVE IT

So say you notice any of these trends in your analytics and consider changing your content a bit. What are the next steps? Well, we can’t really say. There isn’t a one size fits all solution.

You’re unique, which means your content should be unique too. If you’re genuinely at a loss for ideas, it’s always okay to ask for help. From your audience, your clients, or us, of course! 😉