Hello,
The last few weeks have been pretty useful for me.
As I got an opportunity with an associate to audit the Google Ads, and Facebook Ads of a large Indian brand into consumer packaged goods.
We audited the overall customer journey that the company has adopted in their digital marketing campaigns.
We audited the marketing funnels that the company has deployed to create awareness, to engage and to convert.
To cut the long story short,
- we went through about 167 campaigns in total across the Google Ads and Facebook Ads,
- we saw about 40 creatives for banner ads,- we observed about 20 landing pages,
- we saw 2 funnels (the visit >> Viewing Product Page >> Adding to the cart >> Completing the transactions >> Thank you Page).
The overall analysis is that they have more campaigns set up in both Facebook Ad Platform and Google Ad Platform.
They had very less number of creatives being deployed per campaign.
They had implemented 'more campaigns, less creatives'.
Source: https://marketoonist.com/cartoons/page/4
Let me illustrate that for that point.
For one specific campaign, they had 12000 impressions, 98 clicks (0.8% CTR), 7 Leads (Conversion rate of 7.1%).While the conversion rate is good, the CTR is pretty low.
What did they do for this campaign?
They did not not optimize the campaign.
The impressions obtained are good.
They should have used more creatives, that is banner ads, to increase the Click Through Rates.
With the landing page converting at 7.1%, they would have got more leads.
If the creatives of the banner ads were improved to a CTR of 2%, they would have got 240 Clicks, and at the same conversion rate of 7.1%, they would have got 17 leads.
That is 242% more uptake at the lead generation stage.
How could they have improved the CTR?
By using more creatives at the banner ads that get the click from the online user to visit the landing pages.
That is why we need 'less campaigns, more creatives'.
We can use more creatives at each stage of the funnel.
We can use more creatives at the stage of landing pages.
By using more creatives per funnel (which itself is a metric to measure how a campaign is optimized), we can get more 'bang for the ad buck'.
Source: https://marketoonist.com/2012/06/your-ad-here.html
Having the devilish persistence to optimize each campaign, the brand could have got more people into their funnel.
That would have increased the return of ad spend, return on investment and the overall profitability of the business.
So, let's do 'less campaigns, more creatives'.
Let's do more creatives per campaign to manifest that elusive marketing objectives, Captain!
Shall we?