Silvio Perez is back on DGU this week to optimize your ad accounts for success in 2023.
Mark and Silvio talk through how Silvio audits new ad accounts, what he’s looking for, and big mistakes that can kill your ad performance (and budget).
Listen to this episode and find out:
- What you need to do before you can start auditing your ad accounts
- Why there’s so “right size” audience for your paid campaigns
- How to get solid ad reporting and attribution in place
Three top takeaways:
Takeaway 1: Don’t audit your ad accounts until your goals and strategy are locked in
B2B marketers love to jump right into execution mode. They start auditing their ad accounts without understanding what the north star actually is.
Did your goals change? Do you have the same budget? What big bets are you making?
Answers to these questions determine whether or not your ad accounts are structured in the best way to help you meet your goals. That’s where you need to start.
You can jump right into quality score optimization, ad group segmentation, and bidding strategies. But none of that matters if you don’t know what you’re trying to accomplish.
Takeaway 2: How you organize your ad accounts means everything
How are you grouping your campaigns? How are you naming everything? How are you allocating your budget? By accounts? By geography? By a combination of those things?
Think back to your goals and your strategy. What are are you trying to achieve?
Let’s say you’re 100% focused on ABM this year and targeting a specific list of best-fit accounts. Create a dedicated campaign group for brand awareness ads. Create another dedicated campaign group for product awareness ads. And another for demo request ads.
There’s no “right”, one-size-fits-all way to organize your ad accounts. The cheat code is to segment your campaign groups based on your goals and objectives.
Takeaway 3: Check your conversion tracking (and then check it again)
It’s crazy how many B2B marketers still don’t have their conversion tracking in order. I learned this painful (and expensive) lesson the hard way at my last company.
Get the basics right first. Make sure you install the right pixels throughout your site. You won’t be able to build your retargeting audiences if you don’t have your ad pixels in place.
Set up conversion events in each ad channel. The actions you’re most interested in measuring and want to optimize towards.
We all know every conversion and every lead isn’t created equal.
So take it a step further and connect your ad accounts with Salesforce. By connecting your ad accounts with Salesforce, you inform the bidding algorithms in each channel to drive better performance.