Leverage Analytics for Effective Ad Spend Decisions

BY Matt Shore
Despite the economic shift since the onset of the pandemic in 2020, digital ad spend has seen continued growth. GroupM’s 2021 YoD report discovered that digital ad spend actually increased by 30.5% overall in 2021. And so far in 2022, digital ad spend has increased 14% over Q1. The data shows that media buyers are not as concerned about whether to spend as they are about where and how to spend effectively ensuring maximum Return on Ad Spend (ROAS). So where should you start in your decision-making process? The usual answer is some kind of analytics, but in the fast-paced world of B2B advertising, it can be frustrating to receive an analytics report that’s filled with numbers without any context. An analytics report with actionable insights and a strong relationship with an AdTech partner can help make sense of your results and steer you towards your strategic next steps. It’s important to remember that an ad campaign is a living, breathing thing. Not unlike a garden, you have to nurture your ad campaigns in order for them to grow and flourish. The best way to keep up with your campaign is by reviewing real-time analytics during the flight. Transparent analytics allow you to monitor your progress, make decisions, and adjust for future campaigns as needed.  With an inside look at your campaigns, the decision-making process toward success becomes more transparent. You can remove unengaged or oversaturated accounts to allow budget to be spent on more engaged accounts. You can also easily update your media mix based on what’s working best among your target audience. Keeping an eye on your delivery and performance will minimize wasted ad spend and ensure efficiency in hitting your goals. After the flight ends, a final analytics report revealing which target accounts engaged with your site via your ad campaign opens the door to future campaign optimization and growth. This information can be shared with your sales and marketing teams and leveraged in personalized conversations that meet potential buyers where they are in their unique buyer journeys. After reflecting on your campaign, you can then tie your engagements back to your advertising efforts to prove ROAS and set new goals for the future. Then, in reviewing post-campaign success, identify which vendors on your media plan are hitting your KPIs and make a plan to reallocate your budget in the next iteration. Campaign and Site Analytics reports paired with a strategic partnership from AdDaptive can help answer the “where” and “how” for ad spend. The ability to monitor, adjust, retarget, inform sales and marketing, and prove ROAS ensures that ad spend is being used effectively and efficiently. There are only so many hours in the workday –  it’s time to get the most out of your decisions.  That’s the AdDaptive advantage.
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