When it comes to your campaigns, having the right media buying strategy is crucial to your campaign’s success. And understanding your conversion is crucial to setting the right strategy. Yet, one of the most overlooked aspects of this are the crucial differences between campaign specific, and on-brand conversions.
While on the surface the two areas might appear to be the same, it is often the case that brands will find great success, and increased conversion rates by running campaigns with very specific objectives, that are outside their usual, on-brand remit.
So, what are the differences between media buying for campaign specific, and on-brand conversions?
As mentioned, brands will often find great success converting with unique campaigns, that are outside their usual brand objectives. This often entail building microsites for the specific campaigns, with singular objectives, such as getting customers to make an in-store purchase, as opposed to an online purchase. As these microsites are independent from the brand’s usual online presence, it’s normal for them to have a more specific design. Therefore, it can give the impression of something unique, and exciting.
When it comes to media buying for any campaign, the purpose of an ad has a huge impact on the media-buying strategy. No matter if the objectives are brand related or campaign specific.
With campaign specific conversions, awareness and action are required from the audience. As such, the media-buying strategy (creative, channel, placement, frequency etc.) is different. It focuses on awareness, conversion and lead generation, as opposed to brand awareness, or product differentiation.
The traffic generated by the new media placements will be different to the standard campaigns. And, it’s important to note differences in lead motivation. Consumers coming from a brand’s standard search campaign might be looking for a product, and they will be greeted with the product they are searching for. In this case, the motivation is the desire for more information. After clicking the ad, the lead may find the information they are looking for.
In campaign specific conversions, this motivation can be a lot more specific, and offer a far better conversion rate. Instead of finding people who are looking for a specific product, ads are targeted to identified people who are most likely to convert. Although the difference in motivation is slight, the impact on conversion rates can be huge.