What Should Be The Criteria To Evaluate A Digital Marketing Promotional Campaign

The digital marketing promotional campaign is the most important part of any digital marketing strategy. It’s what makes the most impact on your business and its customers. But how do you know if your promotional campaigns are successful? 

At what point does it make sense to stop spending money on them? What criteria should be used to evaluate a digital marketing campaign? 

In this post, I’ll cover all that and more in my take on what makes for a successful promotion.

Advertising Campaign Monitoring & Evaluation – YouTube
1. Clearly define campaign objectives.
2. Identify target audience and segments.
3. Choose relevant and measurable KPIs.
4. Monitor and analyze campaign performance.
5. Optimize strategies based on data insights.
6. Ensure alignment with overall business goals.
7. Test and experiment with different approaches.
8. Focus on audience engagement and interaction.
9. Incorporate feedback for continuous improvement.
10. Measure ROI to assess campaign effectiveness.

Current Status

Once you’ve established what the campaign should accomplish, it’s time to evaluate how well it’s doing. 

This will be different from one business to another and may vary based on whether you’re measuring your digital campaigns against other marketing done by the company or not. Here are some questions that can help you determine if a promotional campaign is successful or failing:

What’s the current status of the website? Is there an increase in traffic? Are more people subscribing to newsletters? Is there an uptick in engagement with social media posts?

How well is your target audience responding to these changes? Can they be reached easily through search engines and social channels, or do they still go straight through traditional channels (like print ads) because they aren’t aware of any changes yet?

What are competitors doing right now when compared to their past trends (if applicable)? Has anyone already developed a new way to reach consumers online so that yours looks outdated by comparison?

Building a successful digital marketing strategy is crucial for any business. To create an effective plan, check out our guide on What Should a Digital Marketing Strategy Include. It covers all the essential elements to help you achieve your marketing goals.

Social Media Marketing

Social media marketing is a great way to engage with your target audience and increase brand awareness. Social media sites allow you to share your content with a large number of people at once, which can help you reach a larger audience than other types of marketing campaigns.

Social media can also be used for customer service. When you post to social media, you must respond quickly and effectively if someone posts a comment or question on your post or profile. This will help build trust in your company by showing that you care about the comments people leave and want to provide excellent customer service!

Content And Online Pr

Content marketing is a strategic approach to creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience to drive profitable customer action. 

Online PR refers to the use of online channels (blogs or micro-blogs, social networking sites like Facebook, Twitter, or LinkedIn) as an extension of traditional public relations efforts.

Content strategy refers to the process by which a company creates meaningful content and distributes it across various channels. Content distribution refers to how you get your content in front of people. 

Content creation refers to how much time you spend creating new material vs repurposing existing material. 

Content promotion refers to how you promote your content once it’s produced so that it gets shared/read/watched by other people online; amplification refers specifically here when someone else shares your post on their social media feed etc 

Thereby increasing its reach; curation involves selecting what types of content will be created (eg: infographics as opposed to long-form articles) as well as where that information lives (eg: blog vs Facebook page).

Before launching a digital marketing campaign, it’s essential to have a solid plan in place. Learn more about the key components of a well-rounded marketing plan in our article on What Should a Digital Marketing Plan Include.

Lead Generation

Lead generation is the process of converting leads into sales. It’s the process of creating interest in a product or service, then converting that interest into sales. Lead generation is important to any business looking to generate more revenue and grow.

Lead generation can be broken down into two components: generating new contacts with potential clients and identifying qualified leads that you can work with.

Email Marketing

Email marketing is a powerful way to promote your business. The best part about email marketing is that you can reach out to your customers directly and remind them of your existence. Email marketing also allows you to build a relationship with the customer so that they are receptive to the advertisements you send them in the future.

Email marketing can be used for multiple purposes such as increasing brand awareness, increasing sales, etc.


An SEO audit is the first step in a successful SEO campaign. You need to take a look at your website and determine what’s working and what isn’t. From there, you can begin developing an SEO strategy that will help drive more traffic to your site as well as increase conversions.

To do this, you’ll have to look at the following:

  • Your current web presence – including brand awareness, domain authority, domain age, page rank, and social media presence (Facebook likes/followers)
  • The competition – comparing their metrics against yours so that they can be prioritized accordingly
  • Keyword research – finding out which keywords are being searched most often when people are looking for information about your product or service

Paid Search (Sem)

Paid search (SEM) is a form of online marketing where businesses pay to have their website or web content appear in a sponsored box at the top or right of search results on a search engine results page (SERP).

Paid search advertising is growing in popularity among micro- and small businesses because it can be done on an extremely tight budget and has little overhead.

Native Advertising And Display Advertising

Native advertising is a form of online marketing that integrates content and advertising to be more like the host’s experience. It is similar in concept to advertorials, but it is organic, not paid.

It’s often done by influencers who blog or create videos about a product they are interested in and want to share with their followers.

Native ads tend to blend into the current context of the site where they appear you don’t see any obvious separation between editorial content and ads on these types of sites.

Accurate and comprehensive reporting is vital for assessing the success of your digital marketing efforts. Discover what metrics to track and how to present your findings in our guide on What Should Be Included in a Digital Marketing Report.

Content And Community Management

Content and community management is the process of creating, curating, and distributing relevant and valuable content for your target audience. It’s a crucial part of any digital marketing campaign, as it establishes your brand as an authority in its field while also providing helpful resources that are useful to customers.

Content is often created in the form of blog posts or video tutorials; however, it can also take on a variety of other forms such as infographics or whitepapers. 

Content creation should be done by employees with expertise on the topic but if you don’t have these resources available at hand (or if there’s not enough time/money), it can be helpful to partner with guest authors who are experts on your industry. 

The goal is always to create something of value: if a customer doesn’t find value in what you’re offering them then they’ll soon move on!

Analytics And Commercial Metrics

Analytics are the tools that let you understand how visitors are engaging with your website. These tools can tell you, for example, which landing pages and content pieces get the most engagement from your audience. They can also give you insights into who visits your site and what they do when they get there.

Commercial metrics include things like conversion rates, average order values, click-through rate (CTR), and bounce rate all of which help marketers measure how effective their digital marketing campaigns are at driving sales or other business goals.

There are many different types of analytics reports available within Google Analytics: Audience Reports show which devices people use to view your website; Conversions report on what actions people take on the site

Traffic Sources & Search Engine Optimization reports examine where traffic comes from; Acquisition reports show were new visitors come from;

Engagement reports give detailed information about visitor behavior while on the site; Mobile App Analytics provides similar metrics for mobile apps as well as in-app purchases made through an app store such as Google Play or Apple App Store).

Traffic Acquisition Strategy

A traffic acquisition strategy is a method of acquiring new customers. It’s different than a marketing strategy because it focuses on the sales and distribution process rather than the promotion aspect. A few examples of traffic acquisition strategies include SEO, PPC advertising, paid search ads, and display advertising.

How do you implement a traffic acquisition strategy? Typically it involves using specific keywords and phrases in your website or landing page copy that relate to what you’re selling/promoting so that when people search for those terms online they’ll find your site or ad. 

You also want to pay attention to where people are coming from (by checking their IP addresses) and then make sure that your landing pages are easy for them to navigate around with minimal distractions or other things cluttering up their experience 

So they can easily find what they want when looking for information related to those particular keywords/phrases used earlier during searching activities done before finding your site/adverts online.

Seo Website Audit

Search engine optimization (SEO) is the process of improving the visibility of a website or webpage on search engines. Your business needs to have a website that ranks well in search engines because it helps you drive traffic and leads to your business.

To improve your chances of ranking high on Google, you need to have a good SEO audit done. A professional SEO audit will check if your current site has all the elements needed for it to be optimized for organic search results and give recommendations on how those items can be improved before launching your new campaign.

When pitching your digital marketing services to potential clients, having a well-structured proposal is crucial. Check out our article on What Should a Digital Marketing Proposal Include to ensure your proposal stands out and meets clients’ needs.

Adwords Account Audit

An Adwords account audit should be the first step in evaluating a digital marketing campaign. Understanding account performance helps you gauge the overall health of your campaigns and optimize for maximum results.

There are numerous metrics you can look at when conducting an Adwords account audit, but these are some of the most important ones that will help you gain insight into how well your campaign is performing:

Understand the campaign performance-How many impressions are being served each day? Are they on target with what was expected? Are there any signs of trouble in terms of qualification or quality score issues? If so, what do they indicate about why this may be happening (on-page factors such as site speed)?

Understand the quality score-A good rule of thumb is to aim for a QS between 7-9 before running ads and after launching them, 

But note that this isn’t always possible due to high competition levels within certain niches or specific industries where search volumes tend to fluctuate significantly over time (for example, travel). But if you can meet those thresholds consistently across multiple keywords then great you know it’s working!

Analytic S Report Auditing

Analytics is a crucial part of a digital marketing strategy. It’s important to audit your analytics regularly and use the data to determine how you can improve your campaigns. Look for trends in how visitors interact with your website and make sure that you’re getting the most out of each campaign. 

If it looks like something isn’t working as well as planned, try tweaking it or changing course entirely.

A good conversion rate depends on what kind of site you have, for example, if yours is an eCommerce store then you’ll want to pay close attention to sales figures while looking at other metrics such as bounce rate (how often users leave after landing on the page), time spent on site, search traffic over time, etc). 

Also, consider whether any seasonal factors might affect these rates; for instance, during the Christmas shopping season there will be more people browsing online stores so they may convert at higher rates than usual by simply being able to browse longer before deciding whether or not they want something right now.”

Before partnering with a digital marketing agency, it’s essential to ask the right questions to ensure they align with your business goals. Learn about the key inquiries in our guide on What Questions to Ask a Digital Marketing Agency to make an informed decision.


After reading this article, you should have a better idea of what makes a promotional campaign successful. There are a lot of things that go into creating content that people want to share on social media and buy from your website. We hope this blog post helps you understand how important it is to get the most out of your digital marketing efforts by using the right techniques.

Further Reading

Evaluate a Digital Marketing Campaign: Learn more about the steps and criteria to effectively evaluate the success of a digital marketing campaign.

Digital Marketing Effectiveness: Discover key insights and tips to measure the effectiveness of your digital marketing strategies.

How to Evaluate a Digital Marketing Campaign: Get practical guidance on evaluating the performance of your digital marketing campaigns and optimizing their impact.


How can I measure the success of a digital marketing campaign?

To measure the success of a digital marketing campaign, you can track key performance indicators (KPIs) such as website traffic, conversion rates, click-through rates, and return on investment (ROI).

What are some essential elements to consider while evaluating digital marketing effectiveness?

When evaluating digital marketing effectiveness, consider factors like audience engagement, brand visibility, lead generation, customer retention, and overall campaign objectives.

What tools can I use to track the performance of my digital marketing campaigns?

There are various tools available, including Google Analytics, social media analytics platforms, email marketing software, and CRM systems, which can help you track and analyze campaign performance.

How do I identify areas for improvement in my digital marketing campaigns?

Regularly reviewing campaign data and metrics will help you identify underperforming areas. Analyze customer feedback, conduct A/B testing, and stay updated on industry trends to make informed decisions for improvement.

How can I ensure my digital marketing efforts align with my business goals?

Start by setting clear and measurable goals for your digital marketing campaigns. Regularly review performance against these objectives and adjust your strategies accordingly to ensure alignment and success.