How effective is your connection

Want to reduce advertising costs? There are several methods: choosing another traffic source, changing the approach to creatives, updating the landing page, etc. It’s also important to analyze the effectiveness of your PPC campaigns before launching the main campaigns to minimize budget losses on experiments.

In this article, we’ll look at how to evaluate the effectiveness of a nexus and what to look for when analyzing A/B testing data, which is necessary to verify any marketing strategy.

How to evaluate the effectiveness of a link

To evaluate linking, webmasters usually launch small test campaigns and optimize the PPC based on their data. Among all the methods, this one is considered the most effective. However, it is possible to evaluate the effectiveness even before the launch of the PPC campaign. This approach is subject to errors but can reduce the costs associated with A/B testing.

For a preliminary analysis of the partnership’s effectiveness, it is necessary to collect data on several parameters. Let’s analyze them below:

Competitor analysis

It is important to study what creatives are used by other affiliates, which channels and ad formats are launched more often. This allows you to assess the level of competition and identify the most profitable relationships to develop your own advertising strategies.

We recommend organizing information about competitors in a special table. You need to write down

• main sources of traffic
• calls to action (CTA)
• level of adaptation to the audience
• estimated bids
• advertising budgets required for similar campaigns.

Probability of matching target audiences

Examine the level of overlap between your target audience and that of your competitors. You may be promoting the same products, but you are targeting completely different groups of consumers.

A small overlap in target groups will force you to reassess your strategy and look for alternative approaches, because successful methods for one group may be ineffective for another. That’s why the second stage of competitor analysis includes audience matching.

Segmenting the audience and creating focus groups

For a more accurate analysis of the effectiveness of communication, it is necessary to conduct test advertising campaigns. But before that, segment your target audience into groups based on demographic, behavioral, and psychographic criteria. Then these groups will be the basis for focus groups for which test campaigns are developed and launched.

This method allows you to create more targeted creatives and reduce the cost of A/B testing, as well as increase the effectiveness of lead acquisition during the testing phase.

CTR forecasts

Conduct research and collect CTR data for campaigns similar to yours. This is one of the ways to analyze competitors’ performance on a broader level. Some webmasters even predict CPM and CPC, which helps to estimate the approximate cost per thousand impressions and cost per click using large databases.

To predict CTR, CPM, and CPC, you need to analyze data from different campaigns and segment them according to the necessary criteria. After that, compare the collected data with your campaigns and strategies.

Modeling

Try modeling with artificial intelligence. It can analyze the effectiveness of advertising strategies and suggest optimizations for creatives. Although the predictions may be approximate, they can help you understand what to expect from the relationship.

Using “what if” designs will allow you to explore different ways your target audience can interact with your advertising messages.

Conclusion

Analyzing the effectiveness of the link helps to reduce the cost of A/B testing and can increase the profit from the campaign. For an initial assessment, you need to collect a lot of information and run test ads on focus groups. This way, you can allocate your ad budget more efficiently and make more accurate predictions about the effectiveness of your campaign.