It’s an age old problem – how do we know if our brand awareness advertising campaigns are actually working? Even since marketing and advertising went digital, it has not been easy to provide definitive evidence. That’s where newage. come in. Read on to discover how our Comprehensive Analysis methodology overcomes this issue.

Comprehensive Analysis. The newage. Approach to Awareness Advertising

We harness the latest technologies to accurately track the effectiveness of every brand awareness campaign you run, gathering as much detail as possible to create a rich data tapestry. We use this information to inform ongoing optimisations, honing and refining each campaign as we go to ensure not a drop of advertising budget goes to waste, maximising your return on investment and enabling growth. We call this Comprehensive Analysis and it’s a methodology we employ for all our clients, and across all campaigns.

Our Comprehensive Analysis framework is built on four key stages:
Quality Control of Advertising Placement;
Media Metrics Analysis;
Response to Advertising;
and an Agile Approach.
At newage., we pride ourselves on transparency, not only delivering results but letting you in on exactly how we achieved them. Let’s break down our four step process below.

We meticulously ensure your ads are displayed in the most relevant and brand-suitable environments. This includes optimising for viewability, preventing fraudulent traffic, and maintaining brand consistency across all placements. We begin with ads on Google and Meta as a starting point but may include additional platforms depending on your business and location. These initial adverts are methodically quality controlled to ensure your brand is looking its best, appearing in relevant locations and at planned frequencies.

We track a wide range of media metrics, including impressions, reach, target audience coverage, viewability, brand lift, growth search volume, brand inquiries and direct traffic using multiple data sources and advanced analytics tools like Google Campaign Manager 360 (CM360). This provides a complete picture of campaign performance. We’ll dive further into the benefits of using CM360 later in the blog.

We closely monitor how your target audience reacts to your ads, collecting relevant data in order to assess their reaction to advertising. This includes a post-view (view-through) – analysis of engagement, sentiment, and interactions to understand what resonates with your audience and drives the desired outcomes. This is data that includes actions taken by the user after contact without clicking on our ad.

We use a data-driven and agile approach to optimise campaigns continuously. This means we are constantly analysing results, making adjustments, and testing new strategies to maximise effectiveness. With all the data to learn from we are able to move quickly to optimise campaigns with meticulous attention to detail. Ad creatives can be switched to the best performing versions, poor performing target audiences can be switched off and their budget allocated to stronger audiences, and frequencies can be adjusted. At the same time we set up new ‘tests’ so the cycle of Comprehensive Analysis can continue, and we can continue to grow your business.
Typically each round of optimisations garners a minimum 30% – 40% increase in campaign efficiency, allowing your business not just to grow but to flourish. By combining these four stages we ensure that your brand awareness campaigns are continually refined and optimised for maximum impact and ROI.

So how do you start a comprehensive analysis campaign? The first step is to set up initial campaigns that will provide data for us to learn from. We utilise our decades of collective experience to create best practice brand awareness campaigns which contain variations of ad types, creatives and formats, set up across a range of audience targeting parameters and placements. The idea is to test out many hypotheses so we can understand what works best for your brand, before doubling down on the most successful areas. These initial adverts are methodically quality controlled to ensure your brand is looking its best, appearing in relevant locations and at optimised frequencies.

Brand Awareness campaigns are notoriously difficult to track because they rarely lead to instant conversions; indeed they are not designed to do so! However as technology continues to advance, we are increasingly able to measure the effectiveness of these campaigns, and at newage. Google Campaign Manager 360 is a key tool for us. The platform tracks post-view (view-through) user behaviour and delayed conversions in order to prove the effectiveness (or ineffectiveness) of a brand awareness campaign where users may not be instantly converting. The tool also compares the behaviour of a user who has seen the ad and a user who hasn’t in order to create an even richer data picture that allows for even more precise and informed campaign optimisation.A leading advantage of Comprehensive Analysis is that we work with all tools, and main platforms, including Google, Meta and Tiktok, as well as other platforms and direct publishers.

We understand that data led decisions are only as good as the data that informs them and are methodical in testing the accuracy of the data being harvested before we go on to use it. We are experts in setting up tracking tools that will measure impressions, views, reach, clicks, conversions and increased search volumes – essentially all the things that indicate the effectiveness of a brand awareness campaign. To ensure this data is accurate and thorough enough to be used in Comprehensive Analysis, we use all main data sources, directly aggregating them into a single dashboard ready to be analysed and utilised. We even create dashboards for ongoing campaigns.

The final stage of Comprehensive Analysis is the most satisfying: making the optimisations and seeing the results. With all the data to learn from we are able to move quickly to optimise campaigns with meticulous attention to detail. Ad creatives can be switched to the best performing versions; poor performing target audiences can be switched off and their budget allocated to stronger audiences; frequencies can be adjusted. At the same time we set up new ‘tests’ so the cycle of Comprehensive Analysis can continue, and we can continue to grow your business and help it flourish. 

As a rule, each optimization stage brings at least a 30-40% increase in campaign efficiency in business metrics, not in imaginary media metrics. At the same time, we achieve a 2-3 times improvement in the campaign, which is possible only with high-quality and detailed metrics measurement.

Uncover the power of our Comprehensive Analysis framework. Explore our technical deep dive to learn more about how it works, and see a real-world example of its use in our client success story.