Rockaway Digital

Rockaway Guide to Campaign Optimisation

Guide to campaign optimisation

All aboard the revenue express.

 The digital advertising ecosystem offers thousands of tools and formats to help brands connect with new customers. What makes this industry so appealing is its ability to irrefutably tell you whether or not your marketing has had an impact, unlike traditional forms of media.

Brands can now capture the interest of potential customers long before a purchase is made, enabling them to drive tailored experiences that reflect their buyer profile. There is a methodical set of phases every brand can undertake in their search for identifying and nurturing interest through to conversion.

The four key phases include:
Phase 1: 'Testing'
Allocating portions of your budget across multiple strategies, so we can quickly identify which are most receptive to our advertising
Phase 2: 'Learning' 
The process of analysing data so we're able to make more informed decisions about what's truly having an impact
Phase 3: 'Optimising' 
Where we complement campaign success with increased spend and make enhancements to our strategies based on the data and learnings we've received. 
Phase 4: 'Scaling' 
Iterating and accelerating the audiences and strategies seeing the most success. 
 In contrast to most digital agencies, we don't believe brands should be locked into fixed media channels for the sake of planning schedules. Ad-spend should always be dynamically invested in real-time with live insight that supports optimum decisioning. If you want to achieve your highest possible overall return on ad spend, Facebook and Google need to be managed in one single view.

We micromanage all of our campaigns on a daily basis to capitalise on pockets of success.As with all digital campaigns, time or large budgets is required to generate sufficient data about what's working. Lower campaign budgets tend to draw out our optimisation process, as we have less data to learn from.