What’s the difference between a digital and print ad campaign?
Unlike print campaigns, which are set in stone once they launch, digital campaigns are a living and breathing thing allowing them to be modified and optimized soon after publishing. This allows the advertiser to adjust to the market and optimize the campaign in real time to improve the business results.
Welcome to our video blog series of FAQs about paid search advertising for people like you. I’m Brian O’Grady from Search Warrant Online Marketing. Buckle up.
Sean Rucko: When launching a campaign, you really want to put your best foot forward before turning anything on, before spending any of your marketing dollars.
But the difference between a digital marketing campaign and traditional print advertising is that once it’s out there, it’s not set in stone. You’re constantly learning about how the market is reacting to what you’re producing, and that allows you to optimize along the way.
Whereas, with traditional advertising, what’s out there is out there, and you’re kind of playing the waiting game to assess your results. One thing that’s very important is to – before you launch anything – is to set expectations with your client.
Publishing a digital marketing campaign, you’re not going to yield your best results overnight. It’s a living and breathing thing, which takes a lot of care and feeding along the way. So you always want to make sure you’re going forward with your best foot. But in doing so, you also need to be reactive to the live data that’s coming in – based off of that best foot you put forward.
There’s a big difference in what you should be looking at and what you shouldn’t be looking at. There’s thousands of metrics inside these interfaces, which a lot of marketers and advertisers can get hung up on quite easily.
At the end of the day, you need to be focused on what the business goal of the campaign is. And that’s really what should drive your optimization process and where you should be improving inside the account.
Whether it’s generating online leads, whether it’s e-commerce – selling products online – that business goal needs to be front and foremost the most important idea in the back of your head when analyzing any data.