What comes to mind when you think of football star Cristiano Ronaldo? Is it his Juventus football club, his recent goal, or perhaps…online shopping platform Shopee?
Ronaldo, Shopee’s new ambassador, appeared in a video ad to promote the platform’s 9.9 Super Shopping Day. In the ad, he takes a break from scoring a goal to do a dance sequence to the tune of the popular Baby Shark hit.
Synthesio, a social listening platform, did a study on the performance of the ad over several online platforms – and the results were interesting.
Even as many netizens described the commercial as cringeworthy, Synthesio found that negative sentiments about Shopee dropped from 3.55% to 1.90% after the campaign was launched. And more than 80% of what people were discussing about Shopee revolved around the platform and Ronaldo – which means the ad was effective in capturing attention and starting a conversation.
While smaller businesses may not have the budget to hire an international celebrity, you can still build a presence online with the right ads.
The shift towards digital advertising is clear. In Singapore, the internet advertising market is expected to increase 50% in five years, from S$419 million in 2017 to S$629 million in 2022, with mobile advertising and paid search taking the top spots, according to a PwC report.
This massive growth stems from marketers planning to allocate more than 50% of their budgets to digital advertising by 2023.
But before you spend money on online ads, it is important to know how to measure ad campaign effectiveness – to ensure your money is well spent.
Are you looking at vanity metrics? Don’t.
Always focus on the metrics that matter, emphasising value over vanity. Vanity metrics are vague and at times unhelpful indicators of how your digital advertising campaign has performed.
Social media impressions, website traffic, and click-through rates (CTR) on digital ads are data often trotted out by marketers when assessing the ROI on their ad spend. But these figures don’t say much.
Social media impression numbers tell you how often a piece of content was delivered to someone’s social feed. A high number suggests that your content popped up several times, and may get more brand awareness. But this has no bearing on conversion to sales.
The same goes with CTR. A low CTR means a message was probably not reaching the appropriate audience, but it also does not capture the full picture. This is because CTR only takes into account the number of clicks on an ad, while overlooking other important attributes such as brand uplift and sales.
Look at meaningful measurements: Conversions and commercial goals
It is more useful to study data that nurture growth and sales, as that is ultimately what every business wants.
For instance, monitor email sign-ups and sales on your site after running your digital ad campaign. You could also use Google Alerts to track the number of searches for your brand on Google. If there is a spike in direct traffic to your site following your ad campaign, there is a good chance it was a result of the campaign.
ABCs of A/B testing
Another way to evaluate the effectiveness of your ad is to play around with a few variations and see if one is more effective than the other. Sometimes, simple differences such as changing the font size of your copy, or the placement of your CTA button, could result in significant changes in your campaign results.
This is known as A/B testing, where you show two ads with slight differences to separate groups of audience, and analyse the performance of each.
Humana, an American health insurance provider, tested two banners on its homepage. The first version featured a long copy with hard-sell messaging, while the second version had a concise copy to encourage people to explore their wide range of medical plans.
The more concise version achieved 433% more click-through than the first. But Humana didn’t stop there.
It created another A/B test, this time with the preferred option from the first test, and modified the messaging on a third banner to get people to shop for their medical plans. The new banner did better, garnering a 192% increase in CTR as compared to the previous banner.
A/B testing shows you what you’re doing right, and what simply doesn’t work. The best thing is that you can keep testing and building on your data to learn more about your audience.
While digital advertising can be confusing, Adtiq can help. Built for small businesses, it is a fuss-free online advertising platform that helps you plan, create, manage and optimise online advertising on Google Search and Facebook. Let Adtiq show you the best advertising approach for your brand – minus the football celebrity. Try it for free today.