Creating and running a successful digital marketing campaign may seem as easy as 1, 2, 3 – and it can be, as long as the tools and plans are in place to turn a few simple concepts into big results. Built To Convert has studied and applied these rules; let’s explore a few of the ways to make your marketing campaign sparkle.

The Pareto Rule, also known as the 80/20 principle, tells us that in any marketing scenario there are certain factors that are likely to be much more impactful than others. It states that a minority of causes, inputs or efforts usually lead to the majority of the results, outputs or rewards. Taken literally, this means that 80% of valuable outputs result from 20% of inputs. So, if 20% of what we do leads to 80% of the results, conversely, this means that 80% of what we do leads to only 20% of results. Essentially, we are wasting 80% of our time and efforts on low-value outcomes.

Therefore, a dominant part of our efforts, four-fifths in fact, is largely irrelevant to the success of the business. This is contrary to what most people normally expect and can explain why so many digital marketing campaigns are doomed before they even start.

In this article I will lay out exactly how the 80/20 principle is applied to a digital marketing campaign to make sure it is profitable.

The Top Reasons Why So Many Digital Marketing Campaigns Fail:

The vast field of digital marketing offers a dizzying array of possible strategies and tactics. Choosing the wrong strategies can be costly. However, the root cause of failure in most campaigns is not the lack of creativity in this area. It is quite simply the lack of thinking about what the primary purpose of the campaign is, and then failing to have the measurements with which to identify success or failure.

Here are some of the common mistakes made in many digital marketing campaigns:

• Obsession with Traffic: Good traffic is important, but without Conversions your digital marketing efforts will fail.

• Inaccurate Performance Tracking: Most Companies use revenue to track performance of their marketing. But calculating your breakeven level helps you to understand how much you can pay for each lead

• Emphasis on Advertising Costs: The cost of advertising is of little use without first understanding your cost per acquisition and the lifetime value of your customer

The Top Ways To Maximize Your Digital Marketing Campaign:

Kaizen: is the practice of continuous improvement, by everyone, everyday, everywhere. It refers to organisations that embody the Kaizen principles using the following guidelines:

• Good processes bring good results
• Speak with data, manage by facts
• Take actions to contain and correct root causes of problems
• Big results come from many small changes accumulated over time
• Work as a team
• Kaizen is everybody’s business

While this reflects a complete organisational philosophy, you can apply this process of learning and trying; keep learning and keep making adjustments to your digital marketing campaign. Remember the Pareto Rule; focus on the most important 20%.

Qualified Traffic:

Pay per click (PPC) advertising is considered amongst the most effective marketing channels online. It brings a comparatively lower cost per acquisition than other channels and consistently brings high value customers. Google AdWords is the single most popular PPC advertising system in the world.

Why Pay-Per-Click?

1. You only advertise to people who are looking for what you have right now
2. You only pay when they respond by clicking through to your site
3. Pricing is determined by an ongoing, real-time auction, based on true market values
4. This strategy is scalable, which means you can increase the amount of traffic to your website as you start to produce results

Conversion Optimisation Process:

What is a Conversion?

When referring to digital marketing, a conversion is when a website visitor turns into a buyer or a lead. When somebody buys from our website we call that a conversion. For some companies, lead generation is the most important objective of the website, so they want to convert a visitor into a prospect.

Every business must measure conversion rate in order to understand the effectiveness of the website or marketing campaign, but to increase conversion rate, there must be a strategy for doing so. Built to Convert has developed a finely tuned process for improving the conversion rate of a website.

• Research and data collection: One of the most important factors, but perhaps the most understated concepts of a successful digital marketing campaign, is having a solid understanding of the target audience. As a dental practice, you must provide your patients with a better online experience, help them complete their tasks faster and simplify their experience in getting the information they need. This can only be achieved by knowing, not guessing. The difference between knowing (or forming an educated hypothesis) and having an opinion, is data.

The critical part of a conversion optimisation is collecting good data, and then interpreting that data to make informed decisions about the campaign. If you have bad data or you don’t draw the right conclusions, everything else becomes meaningless. There’s no point in forming a hypothesis from lousy data. One of the most important things to know when starting your digital marketing campaign is how to get good data and how to draw conclusions out of it. Built To Convert has honed its data collection and interpretation to highly successful levels.

• Treatment Hypothesis: The conclusions that are drawn are turned into hypotheses, which are tested for validation. Every good test is based on a hypothesis. Whether a test wins or loses, we’re validating a hypothesis – hence testing is essentially validated learning. Learning leads to insights, which lead to better hypotheses, and, in turn, into better results. The better our hypothesis, the higher the chances that our treatment will work, and result in an improved conversion.

• Testing: The most effective testing protocol follows a scientific methodology. Marketing tests are no different. Built To Convert follows a strict testing protocol that reduces the degree of error and speeds up the optimisation process. The protocol we use is A/B split testing. In each experiment we isolate a test variable and measure its impact on campaign results. Only winning variations are fully integrated.

• Repeat Process: Testing is an iterative process. With each test we learn something new about the visitor and what moves them forward through your website to becoming a customer. We run as many tests as we can to tackle the growth opportunities that we’ve identified, to keep learning about the audience and what tweaks will have the biggest impact on them. During the testing process, we continue to collate data to gain valuable insights about your visitors. This continual feedback loop of research, treatment hypothesis and testing to obtain optimum performance from your website is what will take a struggling digital marketing campaign into one that becomes wildly profitable.

Running a digital marketing campaign is not about a set of random tactics, it’s a process. A systematic and repeatable process that targets the most leveraged components of a campaign.

Father of quality management, W. Edwards Deming said it best:

“If you can't describe what you are doing as a process, you don't know what you're doing.”

Claim a Free PPC and Landing Page Audit

Looking to further advance your digital marketing campaign and take it to the next level? We are offering a Free Audit of your PPC account and your landing pages. An audit is essential before starting any PPC campaign.  We review your Google Adwords account, identify areas that need improvement, discover what’s wrong with the account, what can be done to improve it and what results can be expected if the correct changes are made. Our audit offers you an overview of some of the most important metrics of your Adwords campaign:

Wasted Spend - The wasted spend reviews the application of negative keywords. These are essential for keeping Adwords costs low. You could be wasting a huge percentage of your ad spend each month on irrelevant and poor converting keywords.

Quality Score – Quality Score is the algorithm used by Google, Yahoo, and Bing that can influence both the rank position and the cost per click of ads. By improving your quality score your rankings improve and you lower your costs.

Click-Through Rate (CTR) - is a measure of how targeted your ads are. When CTR is low, it means fewer people are clicking on your ad and you are losing clicks to competitors.

Bid Optimisation – We can tell you whether your bids are optimised to appear on the first page and even on the first position.

Landing Page Optimisation - In order to increase conversions you must have a relevant and compelling landing page for your ads. We will review your landing pages.

Complete the form below to claim your FREE PPC Audit