What happens after someone clicks on your advert?
We connect your advertisement to a clear offer, a relevant landing page, and the follow-up of enquiries. In this way, we evaluate campaigns not only on clicks, but also on whether they reach people with whom you can do business.
What a campaign must do
A campaign can have three different functions: reaching existing demand, bringing an offer to attention, or investigating a message before deploying it more broadly. These functions require different choices in channel and message.
The choice between search advertisements and advertisements on social channels depends on the demand that already exists, the target group, and the context in which that target group finds itself. upMention works within the advertising channels that are already part of the existing offer.
One coherent route
We follow the route from advertisement to landing page, to enquiry, to evaluation, and to follow-up as a whole. Information can be lost at each of these points.
- 1.Promise in the advertisement. Does this align with what the landing page actually shows?
- 2.Explanation on the landing page. Does the visitor recognise their own question in the text?
- 3.Enquiry. Is the form simple enough for what is needed at that moment?
- 4.Evaluation. Is it agreed in advance when an enquiry is relevant or qualified?
- 5.Follow-up. Is there feedback on what happened with an enquiry?
A set working agreement on who records information at which point makes it visible where in this route something goes wrong.
Terms in plain language
A conversion can, for example, be a form action, such as requesting information. A lead is not yet a customer. We agree on the criteria for a relevant or qualified enquiry in advance, and we make room for the status "not yet evaluated", so that missing information is not silently counted as a rejection.
Use online advertising to support your commercial goals
An appropriate advertising approach starts with your audience, message, channel selection and budget. We help connect those choices to what you want the campaign to achieve.
The agreed scope determines the support or management tasks we carry out. Budget monitoring, approval of changes and the frequency of checks should also be clearly documented.
Budget, guidance, and costs
Media budget, guidance, and any external costs are different things. There is no universal minimum budget or guaranteed return that applies to every situation.
Feedback from sales
Counting only the number of completed forms gives a different picture than also knowing why someone ultimately does not buy. This feedback from sales is necessary to adjust a campaign properly. We do not provide a commitment that every CRM is already automatically linked to the campaign data.
Fewer enquiries is not always fewer results
A simple experiment card
- 1.Assumption to be tested: for example, that the target group description in the advertisement is too broad.
- 2.Adjustment: aligning the advertisement text and landing page more closely with the target group.
- 3.Measurement point: the share of enquiries evaluated as relevant.
- 4.Responsible: who carries out the adjustment and evaluates the outcome.
- 5.Evaluation moment: a pre-arranged moment to discuss the outcome.
- 6.Decision: continue, adjust, or revert.
We do not use a universal number of days or conversions as a threshold for proof; that differs per situation.
Alignment with other components
Also read about the alignment between marketing and sales and about SEO as a complementary or alternative route to visibility. The measurement section on the marketing page shows how we discuss results periodically.
Frequently asked questions
When is scaling up useful? When the quality of enquiries at the current level is sufficient and the follow-up capacity allows for it. How is the quality of enquiries evaluated? Based on pre-agreed criteria, with room for "not yet evaluated". Can advertisement management be purchased as a standalone service? Yes, that can be purchased independently.