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Budget/ROI|November 28, 2022


HOW TO GET THE BEST RESULTS FROM YOUR ADVERTISING INVESTMENT

Follow these three steps to deliver ROI you can measure




    IN THIS ARTICLE:

 1. Know your goal(s) first, before you invest a penny.
 2. Determine the right media mix and monitor key performance metrics.
 3. Identify the right audiences using a data-informed approach.

Getting the best results from your advertising investment is critical for small
business owners. By following three simple tips and focusing on key campaign
performance metrics, you can ensure that your advertising dollars work harder to
deliver the results that you seek.

1


KNOW YOUR GOAL(S) FIRST, BEFORE YOU INVEST A PENNY.



Setting clear goals for your marketing campaign upfront is important and will
enable you to measure its effectiveness and accurately track results. Consider
the following examples of clear campaign goals:

 * Increasing traffic to your store by a certain percentage during the holidays
 * Boosting traffic to your website by a certain percentage Year over year (YOY)
 * Increasing the click through rate (CTR) of your digital advertising
 * Building brand awareness over one fiscal year
 * Increasing sales by a certain percentage over one fiscal year

The right advertising partner can help you with goal setting, planning, and
measurement of your campaign results. You can also consider integrating
analytics tools such as Google Analytics and Matomo for ongoing monitoring or
your digital performance.

Download this free worksheet to get your own goals
2


DETERMINE THE RIGHT MEDIA MIX AND MONITOR KEY PERFORMANCE METRICS.



There are many media options to consider as you build your marketing campaigns
including TV, digital, and paid social advertising. TV is a critical component
as a foundation, given it is the #1 brand builder and the undisputed leader in
time consumers spend each day with media. It’s where customers turn first when
they want to watch their favorite content. Viewers spend five times as much of
their day with TV than with internet on a desktop or laptop.1

As you leverage the power of TV, make sure to keep an eye on key performance
metrics, including your campaign’s reach, impressions, and, frequency:

 * Reach refers to the number of households who were exposed to your ad at least
   once during your campaign. Impressions are individual ad exposures. Frequency
   is the average number of times a household saw your ad over the length of
   your campaign. You should aim to make sure audiences see your creative at
   least three times over the course of a TV campaign. It’s the secret to being
   remembered and how you build trust and familiarity with your audience.

3


IDENTIFY THE RIGHT AUDIENCES USING A DATA-INFORMED APPROACH.



With the right advertising partner, your business can identify precise audience
segments down to the zip code level using a data-informed approach. Access to
best-in-class, first-party data (such as TV-viewing data) and multiple, robust
third-party data sets (such as Experian data) will enable you to target the
audience that has the highest propensity to act when exposed to a commercial
message. 

Once you have identified your target audience, together with your advertising
partner, you can begin to build out a multiscreen campaign that can deliver
messages to your target customers no matter what, where, or how they’re
watching.
 


PUTTING IT ALL TOGETHER 

 

Spectrum Reach can partner with you to help build your marketing strategy and
get the best results from your advertising investment. We can help you build a
media plan to maximize your reach, optimizing for the screens and content your
audiences view the most. Using a data-informed approach, we can provide your
business with the best possible advertising campaign optimized to reach your
target audience in your geography with the right reach and frequency.


SOURCES:

 1. (1) Nielsen NPower Audience Insights trend, 2022

Budget/ROIMedia EffectivenessSmall BrandStrategy/Tactics

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