Verification on advertising? Learn how to evaluate the effectiveness of your company’s advertising campaign.

Everything you need to know about verifying the effect of your advertising campaign.

We know how important it is for the growth of a company to invest in various forms of advertising, whether online or offline. An equally vital element, however, is to accompany brand promotion with a careful check on advertising.

Monitoring the results of an advertising campaign offers many benefits to companies that are critical to success and business growth.

Verification of a campaign’s results can be fine-tuned through ad hoc market research, planned precisely to monitor the effects a strategy has on consumers.

But what are the benefits of this analysis and how should it be carried out to obtain reliable results?

What is advertising verification and why it is critical for your business.

Testing the effect of advertising on consumers is a category of market research that aims to monitor how much an advertising campaign is driving consumer choice.

It tends to be the purpose of advertising to condition consumers and lead them, through skillful persuasion, to purchase.

Not all campaigns, alas, are successful, and some even elicit the opposite effect than desired, driving away potential customers and lowering the conversion rate.

Amarket analysis based on testing the effects of an advertisement allows our client companies to:

• Know the ROI of the advertising campaign.
• Check whether the campaign is succeeding or whether the company is risking a reputational crisis.
• Understand what is working and what is not working (and take due remedial action).
• Having well-defined data to study better and better advertising campaigns.
• Better understand the preferences of market segments and act accordingly.
• By intervening in strategies already in place, it is possible to optimize business investments, reduce costs and increase the ROI of the advertising campaign.
• Use the reports generated by the analysis to make strategic decisions.

Read the article: Agent Reporting – Reputation at Risk! in which we show you a case study on evaluating the performance of a corporate marketing campaign!

But what is the basis of an audit on advertising?

Market research aimed at measuring the results of an advertising campaign: what are they based on?

For an advertising evaluation to be successful, you must establish clear marketing objectives related to the advertising strategy, choosing them specific, measurable, actionable, realistic, and timely (according to the SMART model), so that you can proceed with an accurate evaluation of the results.

If you want to increase sales through advertising, you need to understand why you want to do it.

For example, you may have a goal to increase Brand Awareness, increase your website traffic, optimize your sales funnel, and more. These goals determine the path of planning and execution of the advertising campaign.

At this point, you should determine what actions to put in place to enhance the strategy and to arrive at your intended goals.

Once started, the advertising campaign may take some time before it begins to generate results.

In addition, it is essential to know a company’s metrics well before the campaign starts, and then compare them with the results of the advertising campaign itself.

What can we at Central Marketing Intelligence do?

We can both carry out a thorough market analysis regarding your company’s performance before advertising starts, provide you with key data to study a winning strategy… But also identify the market segments you should target, measure the ROI of the advertising campaign, check its performance, and much more.

What are market segments and why are they critical in assessing the effects of an advertising campaign?

Simply put, market segments are groups of consumers related to a company’s target market.

Target customers who belong to the same market segment have characteristics in common that lead them to have similar needs, buying behavior, and preferences with each other, thus homogeneous.

Since the market itself is heterogeneous, marketdemand segmentation allows us to divide consumers into groups with a good degree of homogeneity so that:

• Tailor marketing campaigns to each segment, or…
• Choose the most profitable market segment(s) and target business objectives on them.

Dividing the market into segments on which to target their advertising strategies gives companies a high probability of success and allows them to better measure the results of marketing campaigns.

At this point you will surely want to know how to fine-tune the verification of the results of an advertisement.

Read also: Exploratory market research: web listening to benefit your business

Verification on advertising: here’s how it is set up and what key metrics it is based on.

A good advertising campaign has precise KPIs(Key Performance Indicators) to track. These are the metrics on which we can evaluate performance against your company’s set goals.

In order to best measure KPIs, we at CMI use powerful Web Listening Software that, when properly interrogated, extracts a large amount of data from the web and returns accurate and certain answers.

Specifically, here are what key metrics we go over during an audit of the results of an advertising campaign:

• Traffic-related metrics (when the goal of the campaign is to increase traffic to your website). These can include traffic sources, number of visits to the site, number of new visitors compared to the number of repeat visitors, bounce rate, and more.
• Revenue-related metrics such as CPA and campaign ROI.
• Conversion metrics, e.g., conversion rate, CPC, and total conversions.

And many other metrics that vary according to the goals of our client companies.

Measuring well-considered KPIs allows us to monitor the progress of the campaign, its success/failure, prevent any reputational crises or drops in sales, and adjust the ad campaign ad hoc based on the results.

Would you like to learn more about our advertising verification method and understand what we can do to help your business achieve its goals?

Contact us now. We are at your disposal!