How to Use Engaged Sessions to Optimize Campaigns

by | Jul 2, 2019 | How Tos

Last month, we dove into the details of engaged sessions, LumenAd’s signature metric for measuring the quality of website traffic. As a quick recap, engaged sessions are logged when a user, after clicking your ad, sticks around on your website for five seconds (or more).

When you measure engaged sessions in a campaign, you’re measuring the number of people that stick around and read your content. In other words, you’re measuring how well your campaign resonates with your target audience.

We outline the benefits of gaining this sort of insight in the previous article, but there’s a facet of engaged sessions that deserves its own write up. 

Perhaps the coolest part about utilizing engaged sessions is that:

You can track and optimize engaged sessions across all campaign layers, including the creative layer.

As Will Lapointe, Senior Director of Media Services, puts it, “I think that’s the most sophisticated part of the technology — the flexibility and granularity of its integration.”

Let’s explore what that means and how to use engaged sessions to optimize campaigns.

Setting the Right KPI Expert Guide Subhead: Educate

Nick Lange, Technical Innovation Lead, says “from the campaign to ad groups to creative, engaged sessions provide the opportunity to make optimizations at any layer of the campaign.”

This means you can see which creatives, ad groups, targeting strategies and more drive engaged sessions. You could shift ad spend to ad groups that drive more engaged sessions, you could tweak individual creative copy or you can make larger campaign pivots.

At its core, optimizing engaged sessions revolves around reviewing the source and targeting behind the clicks that don’t result in engaged sessions and focusing your spend on sources and targeting that do.

Applying this thinking to all levels of the campaign identifies poorly performing strategies and filters out sources of fraudulent and accidental clicks.

Setting the Right KPI Expert Guide Subhead: Educate

As we outlined in our previous article, measuring engaged sessions is generally best suited for top-funnel  awareness campaigns. It does have uses in bottom-funnel campaigns by parsing levels of engagement and driving people to take action on your webpage. But overall, engaged session are usually best suited for awareness campaigns.

So, let’s say you’re a nonprofit looking to spread an important message. You’ve got a lot to say and you need to make sure real people hear it. Tracking and optimizing engaged sessions throughout every level of your campaign will be incredibly useful. 

Your campaign kicks off to some success. The initial push drives quite a bit of interest, but after a couple weeks, things start to lag in your campaign as a whole.

At the campaign level, engaged sessions are down. But as you dive into separate ad groups you see that some are still exceeding your goals, while others are way below. Because your ad groups are sorted by creative types and channels, you can quickly understand which ones are driving engaged sessions and which are not. 

You shift spend to the high-performing ad groups and update poorly performing groups with the creative that’s proven successful. Within a couple days, you’re back on track.

 

 

 

That’s a high-level view of how you might use engaged sessions throughout all levels of your campaign. If you’d like to learn more about how to use engaged sessions, schedule a campaign consultation or subscribe below.

Subscribe to Impressions

Get the latest news, tips, tricks and best practices delivered to your inbox.

Read More

How to Use Paid Social

How to Use Paid Social

Paid Social is one of the most varied and adaptable channels in the modern marketers’ toolkit. When it comes to using it in your media mix, there are quite a few things to take into account. Here, Hannah Wilson, one of our Account Managers, will take you through what...

How to Plan Better Campaigns with LumenAd

How to Plan Better Campaigns with LumenAd

Planning is vital to an advertising campaign’s success.  Conceptualizing how all of your media dollars work together toward an end goal requires thoughtful planning. Time put into planning on the front-end of the campaign will yield major dividends at the end of the...

How to Use Paid Search

How to Use Paid Search

While seemingly bare-bones compared to other channels, Paid Search punches above its weight in terms of its impact.  LumenAd’s resident Paid Search mastermind, Mike Hofmaier, will take us through how important Paid Search is to the modern media mix and how to properly...

How to Use Display Advertising

How to Use Display Advertising

To those who don’t work with display advertising on a frequent basis, it can seem like the “boring” channel. But this couldn’t be further from the truth. As we’ll learn with Corey, one of LumenAd’s account managers, Display can be thought of as one of the last true...

How To Leverage First-Party Audiences to Drive Conversions

How To Leverage First-Party Audiences to Drive Conversions

If the goal of your digital advertising campaign is to get people to take a specific action, you are likely tracking conversions to demonstrate ROI. Sometimes the audiences that are most likely to convert (i.e. make a donation, sign up for a newsletter or event, make...

When to Use Advanced TV

When to Use Advanced TV

It all boils down to this: Advanced TV is how you reach cord-cutters. Advanced TV is an umbrella term for TV that is not delivered in traditional formats (i.e., broadcast, satellite and cable). Filling that cord-cutter void is vitally important for modern marketers...

 

LumenAd logo   © Copyright LumenAd 2019

 

Product

About

LumenAd

DNA

Careers

Privacy

GDPR

 

Affiliations

111 North Higgins Avenue, Missoula, MT 59802  -  406.552.1022  -  contact@lumenad.com

Reddit
LINKEDIN