At Yesler we see paid media as more than just a distribution tactic, and success depends on many elements working together. We establish the right balance by researching and identifying the audience, product, technology platform, and market factors that will produce the best results. Once we set a strategy, including how paid media will fit into a client’s holistic marketing mix, we build a tactical recommendation, strategically stage and QA ad placements, and then launch the campaign.
But we don’t stop there; our team is always testing and refining, measuring and analyzing ever-shifting dynamics and factors to get the best performance.
Gather the data—all of it
Whenever we create a global strategy for paid media, we research the nuances of each region. This includes identifying the markets within each, along with cultural and other factors that influence who the local audience is. We’re not just looking for job titles, but for specific details like cultural business hierarchies, media consumption habits, the platforms our audience prefers, and the times of day they are most likely to be searching for business solutions. We also research what our client’s competitors are doing, to better position their product in the market.
Customize for customer experience
For one of its global lead-generation campaigns, a tech enterprise client of ours asked us to create a strategy for just the Asia-Pacific region. This campaign was centered on enticing leads to download a high-value, specialized report from the client’s site.
For this project, our team used its market research findings to predict which data points from the report would appeal most to the audience in each sub-region, then worked with the client to craft the ads accordingly.
The original landing pages for the campaign required prospects to complete too many fields to get the report. Based on our experience and established best practices, we knew this would lead to a high drop-off rate. To improve conversions, we sent prospects to an embedded LinkedIn lead-generation form with fewer fields to fill out. (Many people balk at having to provide too much personal information at once online, and who can blame them?)
A/B test, revise, repeat
Once we launched the revised campaign, we continued to analyze data and refine the targeting and placements to find and close performance gaps. In this case, we used A/B testing to measure the success of our optimizations and the ad messaging. After each round of testing, we stopped running the lowest-performing ads in favor of the higher performers. We also modified our ad-placement bids for LinkedIn according to audience size, the number of conversions and click-throughs, and the content relevancy score.
At Yesler, we never stop measuring and optimizing. It certainly worked well for this campaign: Over four weeks, we drove 402 leads at 47% below regional LinkedIn cost benchmarks. Read the full case study for more details on this engagement, including a breakdown by region.
We’d love to help you with your next paid media campaign—just get in touch.