Best practices guide
Make your ad campaigns as successful as possible! The best practices we created—along with information about defining goals, creating ads, and generating Audience reports—will assist you in building effective and successful marketing campaigns.
Within 30 days
Define business goals
Your institution needs a plan to meet its specific business goals. Even if your business goal is simple, creating a SMART goal is a great place to start. With a SMART goal, you can document your starting values and track your effectiveness over the coming months.
- S - Specific
- What will be accomplished? What actions will you take?
- M - Measurable
- What data will measure the goal? How much? How well?
- A - Attainable
- Is the goal doable? Do you have the necessary skills and resources?
- R - Relevant
- How does the goal align with broader goals? Why is the result important?
- T - Timely
- What is the time frame for accomplishing the goal?
Initiate interest tracking with ad retargeting
With the Banno Platform, you have a distinct advantage—the ability to create a definitive match for your end-user’s identity. This match can be harnessed to create user profiles that show product interest. However, achieving holistic profiles doesn’t happen overnight. It begins with understanding your end-users’ interests and retargeting your ads for those interests. When users show interest in a specific product, Banno Marketing automatically displays relevant ads to them to encourage action. For example, if an end-user visits your website and clicks a home mortgage page, Banno Marketing shows them a home mortgage ad the next time they visit the home page. This interest tracking and ad retargeting is the first step to defining your end users’ complete profiles.
In order for interest tracking and ad retargeting to work, you’ll need to create campaigns. Try starting with three campaigns with two or three ads in each campaign. After defining campaigns and creating ads, it’s time to observe your marketing in action. With ad retargeting up and running, you’ll soon be able to associate end users’ interests with measurable actions. The Dashboard will also give you a review of current campaign and ad performance. These user actions can help drive your business goals.
Congratulations, your first marketing campaign on the Banno Platform is officially live!
Within 60 days
Expand your campaigns
By now, you should have created enough ads to support seven campaigns. Just like before, there should be two or three ads running in each campaign. With up to seven active campaigns, you’ll quickly understand which marketing strategies are successful and which need improvement. Once you’re successful with campaigns focused on your primary business goals, start creating campaigns to support your secondary business goals.
Review and monitor
Over the past two months, you’ve worked hard creating impactful ads and building SMART campaigns. Now it’s time to review. Dive into reports to gain insight on which ads are working and which ones are not.
With an analytic mindset, now is the perfect time to implement testing. Review the imagery and messaging used in your ads for each campaign. Compare the types of ad content with their corresponding success rates. This will tell you which ads users are responding to and how you can use this information to create more effective ads.
Generate website Audience reports
Take your reporting to the next level by generating Audience reports. This type of reporting can be powerful, but there’s no reason to be intimidated. Start off by adding minimum properties to the report. For example, show everyone who clicked on an ad in a Bill Pay Adoption campaign. Building reports with one property gives you quick insight about how things are trending and if your marketing strategies are heading in the right direction.
Within 90 days
Create additional campaigns
Within your first 90 days on the Banno Platform, it’s likely you will have ten or more campaigns. As always, each campaign should contain two or three ads. At this point, some of your campaigns should focus on your primary business goal while others might focus on secondary business goals. Either way, each campaign align with one of your business goals.
Expand your website Audience reports
With more campaigns running, you now have more to measure. Expand your website audience reports by adding multiple properties to one report. For example, you can export everyone who clicked an ad in the Bill Pay Adoption campaign and live in a particular region. Adding multiple properties to your query deepens the report’s insight and helps you hone your efforts accordingly.
Conduct a quarterly analysis
You’ve made it! Your marketing campaigns have been running for 90 days. At the conclusion of each quarter, we suggest the following:
- Reflect and analyze where your numbers where when you started. Where are they now? Are things working?
- Identify goals your institution needs to focus on for the next 90 days.
- Decide if you want to continue with the same goals.
- Consider shifting a primary goal to a secondary goal or vice versa.
Conducting a quarterly analysis not only helps you take a step back to see how your ads have progressed, it also helps you analyze your business goals. Whether new campaigns need to be created or results are happening exactly how you planned, take time to assess areas of success and improvement. Marketing is never perfect, but it can always be better.