We are excited to share the video recording of our recent webinar, "Under the Bonnet of a Biddable Campaign: Decoding Performance Marketing." This session was packed with valuable insights on optimising your digital marketing strategies and leveraging data-driven decisions for better performance.
If you missed the live event or want to revisit the key points discussed, you can watch the full recording below:
Question: How do you decide on the budget allocation between different platforms for a new campaign?
Answer: "When deciding on budget allocation, we first define our campaign objectives—brand awareness, lead generation, or direct sales. Then, we analyse where our target audience spends most of their time online using tools like Google Analytics and platform-specific insights. We also project the potential performance with in-platform tools, trying to understand trends and opportunities. This data helps us allocate our budget to the platforms most likely to achieve our goals."
Question: How do you see the future of digital performance marketing evolving with new technologies?
Answer: "The future of digital performance marketing is exciting with the integration of AI and machine learning. However that future is already here, we are already using those technologies to enable more precise targeting, better ad personalisation, and real-time optimisations. Advancements in data analytics will provide deeper insights into customer behaviour, allowing for more strategic decision-making. However, nothing beats experience and human-led strategic decision-making that is sector-specific and integrated across the entire marketing plan. However don't think about the future and those new technologies as being something coming soon because actually, they are here, it’s just a matter of finding the best way to actually leverage them.
A lot of people ask ‘“What about AI?" ‘’What does it mean?’’ “How are we integrating AI with these technologies?” Our platforms are already using AI and they have been for a long time, before AI was such a hot topic. Nothing beats human intervention but also experience, experience in sectors, experience across multichannel campaigns and what else is happening for a client. For those clients and marketing leads listening, do trust your instincts as well and see yourself as a partner with that technology, with your agency and with those platforms rather than thinking they can completely lead and overtake what you are doing because you will have knowledge, experience and an instinct for what is right for your campaign. As well as of course leaning on the data.”
Question: How often should you review and adjust your campaign strategies based on performance data?
Answer: "We recommend reviewing and adjusting campaign strategies at least monthly. We typically have monthly performance meetings with our Account Managers, our clients and often the actual performance practitioner who has been managing the campaign. This allows a good 4 weeks for us to see what has been happening, we can look at any optimisations we have carried out in that month and we then review progress against what those KPIs were, depending on what it is. That's really a good time to start seeing what works. Now it's not uncommon that there might be a bit of dip as campaigns don't only go in a straight line and perform onwards and upwards, sometimes there are plateaus, sometimes there is a little dip and sometimes it really spikes, and so depending on where we are in the month it might be a funny old time, it might be off-season or a really difficult time in the month. What we will also see is what machines will like to do is, it's not uncommon for them to spend that first week in the month to decide what they want to do, learning again and then you will see for the next 3 weeks fo that month all of the good things happen and so id say again its that really strong trust and partnership with your agency and with that practitioner to understand that entire landscape when you are looking at your performance, because you might be panicking or thinking to, hang on a minute, things haven't quite picked up and then actually the following week they really do.
So that is why there are times when we have not wanted to intervene with a campaign because we know it's on the eve of doing something glorious and we are essentially asking our client, hold your nerve, give it a few more days and we are quite sure it will pick up and 9 times out of 10, it does. That’s how they work, so we would say reviewing and adjusting maybe monthly maybe less often if things are going really well. They don't always need a major overhaul but then thinking about the refresh that's something we can be doing regularly. Ultimately it's not about what not going well but also about what is going really well, because we see success more times than we don't and so learning from that and thinking ok we had more impressions than we forecasted and we are seeing it this particular keyword or it's the DSA campaign that's performing, why don't we ensure we are spending more budget, that's where that fluid budget allocation comes in. There are so many ways that we can look at optimising and improving and there's no real one rule, but I think monthly is fantastic.”