Quick Start Guide to Running Digital Ads for Your Startup
Are you thinking about running digital ads for your startup? Or maybe you’ve already started running them but aren’t sure if you should continue?
This guide will help you understand the basic metrics you should be tracking, help you set benchmarks for success and advise you on how to evaluate the results of your campaigns.
If you want to learn how to assess your campaigns on both the ad and the landing page/website level keep reading!
1. Review Google Analytics
Once you launch your ad campaigns you’ll want to review the data that’s populating in your Google Analytics account. If you’re not used to working in Google Analytics the sheer number of data points that you can review inside your account can feel overwhelming.
To get started you’ll want to navigate to your traffic source overview section. Here you’ll see a performance overview of website traffic broken down by source.
Within this section you’ll want to find the traffic for your ad campaigns. Once you locate your traffic source you’ll want to review these three basic metrics:
- Bounce Rate: The bounce rate is a metric that tells you how many people visit your site and leave after only viewing one page. If you’re sending your paid traffic to a landing page with a form that returns a thank you message on the same page without redirecting to a Thank You page then a very high bounce rate makes sense as there is only one page to visit. However, most websites want to see a bounce rate of 40% or lower for their most important traffic sources (especially paid traffic).
If your bounce rate is very high this is an indication that your message isn’t resonating with the audience that is seeing your ads. In this case you have two options. First, you can adjust your targeting to narrow your audience down to the precise users who would find your product valuable. If you’re sure that your target audience is already narrowed down you should then try changing your messaging. Perhaps try highlighting a different benefit in your ad.
Finally be sure that your ads and landing pages have message match, meaning the words you use in the ad are immediately reflected in the landing page. This lets a viewer immediately know that he or she is in the right place based on the ad that was clicked.
- Time on Site: In addition to Bounce Rate you’ll also want to review your Time On Site metric. How long are people staying on your site? Is it long enough to consume the message that you’re trying to convey? In most cases an average visit time of under 30 seconds means you’re wasting your ad money.
If your Time on Site is very low you may want to consider changing the design of your site to be more visually pleasing and user friendly. You may also consider re-writing or re-working your copy so that it’s easily readable and scannable. People searching online Go to the full article.