Key Paid Marketing Questions

Introduction

There is an endless number of questions to ask when running a paid digital marketing campaign. Here is a list of some of the most important questions I ask myself when running a paid digital marketing campaign.

Questions

General

  • Are we aligned with a single Northstar goal?
  • What is this Northstar goal?
  • Are we hitting this Northstar goal?
  • Are there any other goals that correlate to the Northstar goal? Example: Account Creation
  • Do we have the pixels and events in place to track these goals?

Deeper Dive

In discussing the progress of reaching the goal(s), these questions can be useful to ask to go more in depth. If any of the acronyms are not familiar, I recommend reading my Paid Digital Marketing 101 article.original

Optimizations

Tests

  • What A/B tests are we running for our ad copy, image, or video assets?
    • What unique selling points make us different than competitors?
    • Is our Call to Action strong? What Call to Action have we tested?
    • Have we tested adding any deals in our copy?
  • What A/B tests are we running for our landing page?
    • What is our bounce rate on our landing page?
    • Is our Call to Action above the fold? What else should be above the fold?
    • Have we tested a Z-Shaped web design? Or any other basic UI improvements?
    • How many clicks does it take to purchase a product or submit a lead?
    • Where on the site’s funnel are customers abandoning?
  • Do we have a budget to test a new ad platform?
    • Do we need to increase more customers entering our marketing funnel?
    • Do we already have customers in the marketing funnel, but need to improve getting customers to convert?
    • Do we have better performance on mobile or desktop? Or are we device agnostic?

Gina Hwang ©2022