When running a digital advertising campaign, you can be efficient with the setup and launch of our campaign, and you can be efficient with how you spend your budget. But, how do you know if those efforts are actually helping your campaign run efficiently? There are two main pieces that will show (and tell) you whether your campaign is running efficiently – performance metrics and budget.
First, it’s important to note that what is efficient for your campaign may not be the most effective strategy for the advertiser next to you. Before launching a campaign, performance metrics should be set to determine where your campaign should hit with the daily budget, click-through-rate, win rate, impressions, and/or cost-per-acquisition. Hitting performance metrics shows that your budget is being put in the right place and your campaign is reaching the audience it needs to reach to achieve the overall goals.
If your performance metrics are falling behind there are strategies that can be used to make adjustments.
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One way to tell if your campaign is running efficiently, that coincides with performance metrics, is if your budget is meeting daily spend caps. This is also known as pacing. If you’re hitting your daily budgets, your campaign is spending the amount of money it should be, which in turn would mean reaching your targeting audience. An efficient campaign should use the entire budget within the campaign flight date.
Check out “How can you be efficient with your budget?” for more information on budgeting during a campaign.
If performance metrics and budget line up, you can now say you are running efficient (and effective) digital advertising campaign.