Data Standardization Worksheet
This worksheet begins with the standardization of your performance data. We’ll walk you through how to combine these mismatched data sets in a step-by-step process so that every metric is speaking the same, common language. With all of your data standardized, it’s easier to locate the strengths of each platform and hone in on ways to optimize campaign performance.
"Normally, when my boss asks me how much we’ve spent in ads this month, I start to sweat a little bit. This morning I was able to on-the-fly pull up my dashboard and quickly give him the number he needed. It was super awesome."
"Thanks to Lumenad, it's made collaboration with my team faster and more effective, and it's reduced the number of hours I need to spend on different platforms to get the data I need."
"The Lumenad software is allowing us to scale our business. We are on a growth trajectory, and we are confident to onboard new business because of Lumenad."
"Holy S@%* this is awesome!” (upon logging into Lumenad for the first time.)"
"I think you’d be hard pressed to find a single strategy or goal where you don’t need a multi-touch experience. We want to be in all the places that our customer could be. Lumenad helps us organize and standardize that data so we can evaluate it."
"Lumenad allows me to be platform agnostic. By moving between DSPs I can drive the best performance possible for my clients, and the data flows seamlessly into Lumenad without interruption."
"By using Lumenad, our team spent 50-70% less time on reporting, we were able to use that time to further enrich the campaigns and drive performance for our clients."
"That very first interaction sold me. With my data organized in an intelligent way, I could see very clearly what action I needed to take, and it didn’t take me drilling deep into reports to find it."
Modern organizations have to track ads across an unprecedented number of channels. In the old days, a single company might have print advertising, TV advertising, and radio advertising. Today, a single company may have: email marketing, paid advertising, Facebook advertising, YouTube advertising, LinkedIn advertising, Instagram advertising, physical mailers, and even more. With eCommerce and the digital renaissance has come a tremendous number of digital advertising channels. Even brick-and-mortar businesses find themselves advertising on the likes of Yelp first before they turn to physical, in-person ads.
How do organizations track all their advertising? Usually, ads software.
Ads solutions are all-in-one solutions that help businesses create, distribute, and track their ads. Ads solutions and services will not only help distribute ads but also monitor key metrics and important key performance indicators. Organizations can, at-a-glance, see which channels are contributing and which channels are struggling. Organizations can see which demographics are responding across all channels and specific channels, whether certain demographics are more interested in one channel over another, and whether one channel may be falling behind while others are growing. Ultimately, this provides an exceptional amount of information to the marketer.
Ads software solutions are able to reduce the time marketers need to spend on their advertising. Ultimately, this also reduces the amount of money that’s spent on developing and tracking advertising campaigns. Together with the right information, a consolidated advertising system can create a holistic overview of the advertising ecosystem. In cross-channel advertising, each advertising campaign influences the other; advertising campaigns don’t occur in a vacuum. To aid this, the ads software platforms can track a lot more than the individual ads, but the performance of broader advertising campaigns as well.
Through an ads platform, a marketer can launch the exact same ad on twelve channels and see how it performs on each one. Likewise, marketers can customize the ads they are sending to each channel to compensate for the information gleaned.
Facebook ads are some of the most powerful advertisements today.
Many adults and teens spend the majority of their online hours on Facebook. Facebook is ubiquitous; many people maintain an account. Further, Facebook contains a lot of demographic information which can be used for the purposes of advertising. On Facebook, a company can advertise to 22-year-old women in New Jersey who like horses and make over $60,000 a year. A company can advertise to 36-year-old men who work in foodservice, like poker, and are married. This type of targeting is unprecedented.
But this type of targeting also makes it harder for marketers to track all components.
An ads software solution might, for instance, be able to read Facebook ads metrics and see that individuals who are single are more likely to pay attention to a post. It may be able to see that women are more interested in a product than men, which in turn makes it possible for the marketer to target women specifically. This reduces advertising spend; it makes it more likely that the individuals seeing the ads are going to be interested and are going to click.
Further, many people won’t be running a Facebook campaign in a vacuum. They may also be running a Twitter campaign or an Instagram campaign — especially since Instagram and Facebook are now inherently linked. Ads software solutions will be able to tell the organizer of these campaigns whether the Facebook, Twitter, or Instagram campaign is performing better as well as giving insights into why this might be true. Thus, the organizer will be able to determine whether they want to continue running their Facebook campaigns or whether they want to switch to another, better-performing venue.
Apart from these metrics, ads solutions software can simply make it faster and easier to deploy ads, not just on Facebook but across all channels.
YouTube Ads Alternative
YouTube ads, like Facebook ads, can be very well targeted. Social media platforms, in general, allow for very detailed targeting. On YouTube, if you have a cooking website, you can easily target those who are interested in cooking. You may even be able to target those who are interested in cooking and don’t even know they are interested in cooking; people who are strongly drawn to cooking channels.
There are different types of YouTube ads. Some are videos that play at the start, some are interstitial videos that play in the middle of another video, and some are even text-based or image-based non-video ads that may be displayed on a page or in a corner. Regardless, these ads can be highly successful if they are targeted correctly. But if they aren’t targeted correctly, they will be mostly ignored. Consider how many commercials you may have ignored yourself.
Many people want to look at a YouTube ads alternative because so many people skip YouTube ads and because they are often expensive.
First, ads software can make it easier to get the most out of YouTube ads by directing you to the demographics that are most likely to make a purchase from you. Second, there are many alternatives to YouTube’s platform, such as Facebook Live and Twitch. Twitch, especially, has become very popular.
YouTube ads can be challenging because creating video ads involves a lot of investment, which may not be guaranteed a return. But apart from finding a YouTube ads alternative platform, organizations can also consider different types of ad, such as affordable, drawn explainer videos. Either way, a consolidated ads platform can help track the performance of ads, find alternatives to ads that aren’t performing well, and assess the ROI of each ad, so an organization knows if it’s spending too much on video.
Alternative Advertising Platforms
What are some alternative advertising platforms? Where should marketers go for their paid ad strategy?
Sometimes, marketers advertise on the platform they are on. As an example, Amazon, eBay, and Etsy all let sellers improve their advertising on the platform — sometimes with paid promotions, other times with things like sales.
Other times, marketers use paid advertising services such as Google or Bing. These paid advertisements can be well-targeted to an audience and are often very successful at building traffic. However, the traffic is often undirected; there are usually fairly low conversion rates.
When using ads software, the ads software alternative options can also be explored. Many consolidated advertising solutions will support a wide array of marketing channels, all of which can have advertising deployed directly to them. A company may want to experiment with a multitude of advertising channels before they find the ones that work for them.
There are many advertising channels today depending on demographics. For B2B sales, LinkedIn tends to be best; buyers are already known and qualified and are usually already interested in the product or service. On the other hand, email marketing still works very well in both B2B and B2C markets, and companies may want to invest in advertising on newsletters, instead. Advertising can even be conducted in the signatures of emails.
With the right ads software, companies can not only explore multiple advertising channels but can manage them without a tremendous investment of time and money. It can be difficult if not impossible to predict which advertising channels will really work best for an organization without testing them out, especially as the demographics of platforms are in a constant state of flux.
Ads Software Company
What should companies look for when they look into ads software online? An ads software company should:
- Provide support for a multitude of different ad platforms.
- Allow for the deployment of ads through the platform as well as the consolidation of information.
- Track key metrics across different ad platforms.
- Provide in-depth analysis and reporting.
- Have expert customer support.
Lumenad is an excellent example of a solid ads software solution. Through Lumenad, companies are able to deploy a single ad across multiple platforms, track different ads across different platforms, and analyze metrics both based on a single platform and multiple platforms. Marketers are able to develop a single creative and then spread that creative over all their platforms at once — or split test multiple creatives on a single channel.
Companies today are going to need to get used to multi-channel advertising, as the multi-channel approach is here to stay. Especially in the realm of digital advertising, it’s critical that organizations be able to extend their reach across multiple channels and assess which channels are most beneficial for them. With an ads software download, organizations are able to reap the benefits of multiple channels without having to invest an excessive amount of money and time into tracking.
At the end of the day, the more automated a marketing solution is, the easier it is to make succeed. Through improved automation and analysis, advertising can be made more consistent and predictable — even when there are dozens of channels at play. When advertising is consistent, it is easier to see what is and isn’t working, and it’s easier to see what needs to be improved upon. This is part of the value that Lumenad can provide.