Review the channel data to spot surprising finds and trends.
Examine each digital advertising channel’s data to make connections or new discoveries and then apply what you learn.
Our healthcare client found the majority of paid search conversions came from younger and middle-aged women, which was expected. But something else caught them by surprise and gave them an untapped market to pursue: A quarter of all their paid search clicks generated in their campaign came from men!
Optimizing your campaign based on channel insights can also provide significant savings. When our healthcare client applied their social campaign’s best age demos to their display banner campaigns, they were able to decrease their display banner effective cost per action (eCPA) by $5. On the other hand, when they noticed their display banner converters showed a strong interest in healthy foods, they were able to quickly optimize their social channel for better success by adding similar segments.
- Review advertising channel data to learn about untapped markets to pursue.
- Personalize your digital advertising to make it more effective across channels.