When Yesler creates a global paid-media strategy, we segment the market into regions, identifying and researching the audience in each, ideally by job title, company size, and mindset around relevant business challenges. We pinpoint key demographics, zeroing in on what digital media the target audience consumes, and consider any geographic or cultural differences that might come into play. And we determine which stage of the buyer’s journey the client’s content applies to, to help match the audience’s mindset. It’s also a matter of choosing the best channel based on the action we want prospects to take. Finally, once a campaign is live we test and refine key elements, looking for ways to keep pushing performance and reach. Our best practice is to keep questioning assumptions (even ours) and optimizing to deliver the best results.
For this campaign, our team looked into ways to help the client to go beyond a basic audience demographic. We defined an ideal audience based on in-depth analysis, then adjusted campaign content and delivery to address regional interests and differences in online content consumption. We recommended:
Choosing a different channel to reach prospects in the APJ region, concentrating on Japan, Korea, Singapore, and Australia. This would help focus ad targeting and increase CTRs and conversions. We recommended using LinkedIn, a platform dedicated to business professionals, for precise targeting and quality leads
Customizing the ad creative to each specific market to provide the most interesting and valuable experience for prospects.
Bypassing the original campaign landing pages. Instead, we suggested using embedded LinkedIn lead-generation forms for downloading the report—forms with fewer fields than on the original landing pages. Our thinking was that if prospects didn’t have to share as much information, they’d be more likely to convert and download the report, lowering the drop-off rate.
A/B testing ad creative to optimize performance. We laid out our proposed testing strategies and why we thought they’d work, including which elements would be tested and when and why we would pause ads based on specific performance data.