SayPro Gather data on performance metrics

SayPro Tasks to Be Done for the Period: Week 2

Objective:

Gather data on performance metrics such as engagement, conversion rates, and audience feedback to evaluate the effectiveness of competitors’ advertising campaigns. This data will inform strategic decisions for SayPro’s campaigns and help identify areas of improvement.

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Week 2: Detailed Tasks Breakdown

1. Define Key Performance Metrics to Track

• Engagement Metrics:
  • Likes, Shares, and Comments: Track the volume and quality of engagement on competitors’ ads across various platforms (e.g., Facebook, Instagram, Twitter).
  • Click-Through Rate (CTR): Measure how often users click on the ad compared to how many times it is shown.
  • Video Views and Completion Rates: For video ads, track how many users view the ad and how many watch it through to the end.
  • Time Spent on Ads: Monitor how much time users spend interacting with the ad or landing page.
  • Engagement per Platform: Track engagement on each platform (e.g., social media vs. Google Ads vs. display ads) to identify the most effective channels for competitors.
• Conversion Metrics:
  • Conversion Rate: Measure the percentage of users who complete a desired action (e.g., signing up, making a purchase, or downloading an app) after interacting with the ad.
  • Cost Per Conversion: Track how much competitors are spending to generate each conversion through their ad campaigns.
  • Return on Ad Spend (ROAS): Calculate how much revenue is generated for every dollar spent on advertising.
  • Leads Generated: Track the number of leads (e.g., form submissions, sign-ups) generated by the campaign.
  • Sales or Revenue Impact: Measure the direct impact on sales or revenue resulting from a specific ad campaign.
• Audience Feedback Metrics:
  • Sentiment Analysis: Analyze the sentiment of comments, reviews, or social media mentions related to competitors’ ads (positive, negative, or neutral).
  • Customer Reviews and Ratings: Look at how audiences rate products or services promoted by competitors in their ads.
  • Survey Responses and Polls: If available, gather feedback from surveys or polls conducted by competitors or industry groups to understand audience perceptions.
  • Customer Support Interactions: Track any patterns in customer feedback regarding competitors’ products or services (e.g., complaints or praise on social media or forums).

2. Gather Data from Competitor Advertising Campaigns

• Paid Ad Platforms:
  • Google Ads:
    • Ad Performance Data: Use tools like SEMrush or SpyFu to analyze the ad spend, keywords, and click-through rates of competitors’ Google Ads campaigns.
    • Cost-Per-Click (CPC): Measure how much competitors are spending per click on search and display ads.
    • Ad Positioning: Track how competitors’ ads are positioned in search results or on the Google Display Network, identifying their visibility.
  • Social Media Ads:
    • Facebook/Instagram Ads: Use tools like AdEspresso to track engagement, conversion rates, and other performance metrics for competitors’ social media ads.
    • Twitter Ads: Monitor competitors’ ad performance using tools like Sprout Social or Hootsuite to track engagement rates and interactions on promoted tweets.
    • LinkedIn Ads: Track how B2B competitors are using LinkedIn for ad targeting and the success of their campaigns in terms of engagement and lead generation.
  • Display and Programmatic Ads:
    • Moat or Adbeat: Use these tools to track the display ads running across different platforms and measure their performance in terms of impressions, click-through rates, and conversion metrics.
• Organic Performance Tracking:
  • Social Media Mentions: Use tools like Brandwatch or Mention to track customer sentiment around competitors’ organic posts. Monitor how often competitors’ content is being shared or discussed.
  • Content Performance: Use BuzzSumo to track which pieces of content competitors are promoting or receiving high engagement for. Look at blog posts, videos, infographics, and other organic content to understand what resonates with their audience.

3. Monitor Audience Feedback

• Analyze Social Media Comments:
  • Monitor the comments on competitors’ ads across platforms (Facebook, Instagram, Twitter, LinkedIn, etc.) to gauge how the audience is responding.
  • Track both positive and negative feedback and note patterns in audience reactions—do customers find the ad compelling, or are they frustrated by misleading claims or unclear messaging?
• Social Listening:
  • Use Brandwatch, Sprout Social, or Hootsuite to perform social listening for specific keywords or hashtags related to competitors’ campaigns. This will provide insight into how consumers feel about competitors’ ads, products, and services.
  • Look for recurring themes in customer feedback: Are people praising the offer, or are there complaints about pricing, usability, or features? This feedback can help identify both strengths and weaknesses in competitors’ strategies.
• Survey or Poll Data:
  • SurveyMonkey or Google Forms: If possible, run surveys or polls to gauge consumer attitudes toward competitors’ advertising efforts. For instance, ask participants about their awareness, perception, and preference for the competitors’ ads or products.
  • If competitors have conducted similar surveys, try to find any publicly available data to understand their customer’s mindset.
• Customer Reviews:
  • Monitor product reviews on sites like Amazon, Trustpilot, or Yelp for competitors’ products. Note customer satisfaction and dissatisfaction with features, quality, pricing, or customer service, which can be linked to their ad messaging.
  • Track patterns in review content to understand what competitors’ customers value most or least and compare this with the advertising claims being made.

4. Analyze Competitor Ad Creatives and Messaging

• Ad Copy Analysis:
  • Analyze the language and tone used in competitors’ ad copy. Are they emphasizing urgency (e.g., “limited-time offer”), emotional appeals (e.g., “make your life easier”), or value propositions (e.g., “best product for the price”)?
  • Track what type of calls-to-action (CTAs) are being used (e.g., “Buy Now,” “Learn More,” “Sign Up Today”). Are they clear and persuasive? Are they incentivizing users with discounts or bonuses?
• Creative Formats:
  • Examine the creative formats that perform best (e.g., video, static images, carousel ads). Are competitors using high-quality visuals or unique approaches that draw more engagement (e.g., interactive features, AR filters)?
  • Review the length, quality, and frequency of video ads to see if competitors are optimizing ad length based on platform best practices (e.g., shorter videos on social media, longer for YouTube).
• Landing Page and User Experience:
  • Track the performance of competitors’ landing pages linked from their ads. Are competitors optimizing their landing pages for conversion (e.g., clear CTAs, compelling offers, easy navigation)?
  • If possible, measure the load time and overall user experience on competitors’ landing pages, noting if slow load times or a complicated UX might be impacting their conversion rates.

5. Benchmark Against SayPro’s Current Performance

• Compare Engagement and Conversion Rates:
  • Compare competitors’ engagement and conversion metrics with SayPro’s current performance data. Are there any major discrepancies or opportunities where SayPro can improve?
  • Track areas where SayPro’s performance is outperforming competitors or where competitors are seeing higher engagement/conversion, and plan actions to address these gaps.
• Audience Feedback Comparison:
  • Compare customer sentiment and feedback toward SayPro’s campaigns with that of competitors. Are there areas where SayPro’s messaging or product offering can be refined to better meet consumer expectations?

6. Consolidate Findings and Analyze Patterns

• Track Patterns:
  • Look for common patterns in terms of what kinds of ads, messaging, and offers are most successful. Are certain types of offers (e.g., discounts, free trials) driving higher engagement or conversions?
  • Track trends over time, such as if certain types of ads are performing better during specific times of day, days of the week, or during certain seasons (e.g., holiday campaigns).
• Visualize Data:
  • Create graphs, charts, or tables to compare the performance metrics across competitors, making it easier to visualize trends and identify areas where SayPro can gain a competitive advantage.
  • Use tools like Google Data Studio, Excel, or Tableau to create easy-to-read dashboards or reports that summarize the performance data from all sources.

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Tools and Resources to Use:

• Ad Monitoring & Analytics: SEMrush, SpyFu, AdEspresso, Moat, Adbeat
• Social Media Monitoring & Listening: Hootsuite, Sprout Social, Brandwatch, Mention
• Surveys & Polls: SurveyMonkey, Google Forms
• Performance Tracking: Google Analytics, Facebook Ads Manager, Google Ads
• Customer Feedback & Reviews: Amazon, Trustpilot, Yelp

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End Goal for Week 2:

By the end of Week 2, SayPro should have comprehensive data on competitor ad performance, including engagement, conversion rates, and audience feedback. The gathered insights will help inform future strategy adjustments, creative optimizations, and targeting strategies for SayPro’s ad campaigns. This data will ensure that SayPro stays competitive by continuously monitoring and adapting to industry trends and consumer preferences.