Note: This article is the second in a six-part series about getting started with Albacross. There are links to all of the articles at the bottom of the page.
If you’ve followed this series of blog posts from the start, then you might already be running a campaign. You’ve learned how to identify your best-fit leads, how to transfer them to Albacross’ account-based marketing tool and how to target them with personalised ads.
The only thing left to do is track and evaluate your results. Albacross’ ad analytics dashboard gives you access to a wealth of data, which you can use to gauge the success of your campaign and make improvements going forward.
In this article, we want to give you a quick tour of the Campaigns section of the Albacross platform. In the next post, we’ll show you how to use all your wonderful data to evaluate results. Let’s dive in.
My campaigns: your control hub
Login and head over to the My campaigns tab. You’ll see there are five separate areas: Campaigns, Overview, Publishers Companies and Ads.
Let’s take a look at each one and see what you can do with them.
The Campaigns section (where you land automatically after selecting My campaigns) is where you access your active and completed campaigns. You’ll see a quick overview of your clicks, views, CTR and more.
You can also sort campaigns by time period using the filter option in the top right-hand corner. By selecting Last Month (see screenshot below) we will be able to see activity for all our campaigns over the previous month.
Once you’ve filtered by time period, select the campaign you want to track by using the small blue button on the left side. Alternatively, if you want to see data for all your campaigns, don’t select anything.
Once you’re happy, head over to the Overview tab.
The Overview tab gives you a detailed day-by-day rundown of how your campaign has been performing.
From the dashboard you can see your ad-spend, clicks and impressions. These three pieces of data are important for working out your ad’s conversion rate.
If you are simply raising brand awareness, your impression count will be most important.
Alternatively, you can use the data here to measure your direct return on investment (ROI). By calculating the cost-per-click you can evaluate which targets are converting into definite leads and, ultimately, into paying customers.
We’ll get into how you can use this data in the next article.
The Publishers tab gives you specific information about which sites your ads have been displayed on.
This allows you to check that your content is being delivered to sites that fit with the interests of your target audience.
From this tab, you can see which specific companies have clicked on your ad.
This tool is useful for determining which companies are most interested in hearing from you and which look promising.
If a company has a high click-through rate, for example, but only a small amount of views, they might be a good candidate for future targeting.
With the Ads tab, you can see exactly which of your ads are performing best.
Albacross automatically measures the performance of your ads and optimizes display location.
You can use the data here to select ads for future campaigns, determine the best formats and test alternatives.
Export to Excel
You can also export all of your data from the Campaigns tab into an Excel spreadsheet or PDF. Simply hit the Export button at the top-right of the Campaigns dashboard.
Pick the campaign you want to download and select your preferred file format.
And that’s it! You now understand the Albacross campaigns dashboard as well as we do! Now it’s time to slot in the last piece of the puzzle…
Now that you know where to find all your data, it’s time to evaluate the success of your ABM campaign.
There are a number of metrics which are important to account-based marketers. You can use them to accurately measure the results of your own advertising efforts.
In the next article, we’ll show you exactly how to use all this data to properly evaluate your campaigns. There’s no one-size-fits-all formula for gauging ABM success.
Every company is different. The key is in putting together a “metric mix” that works for you.
Getting Started with Albacross: 6-Part Series
Part 1: What is Account-Based Marketing?
Part 2: Use Albacross to Identify Interested Leads
Part 3: How to Use Filters to Build Your Ideal Audience
Part 4: Launch Your First Albacross Campaign in 5 Steps
Part 5: How to Manage Your Albacross Ad Campaign (You’re here)
Part 6: Evaluate Your Account-Based Marketing: 5 Crucial Metrics