Here at Denver Post Media, we care about your company’s success and with the new year beginning, there are a few vital steps you can take to ensure your advertising campaigns run as efficiently as possible in 2023.

1 – Website and Campaign Checkup

• Evaluate the user experience on your website. Ensure your SSL certificate is up to date and your website is mobile friendly. This will lead to increased conversion rates and stronger brand affinity overall.
• If you are using UTM codes for your digital marketing campaigns, check on your UTM codes and make sure they are labeled correctly for proper attribution. This is particularly important if UTM codes contain time-sensitive terms like a month, season or year.
• If there are any pixels/tracking tags on your website, ensure they are still placed so that tracking is not interrupted.

2 – Creatives Audit

• The new year is a perfect time to consider refreshing your creatives across the board. What learnings can we take from 2022 to inform our creative direction in 2023? What worked? What should be avoided? What new ideas can we bring to the table? Take the first quarter of 2023 to A/B test some new concepts. This should be an area for constant improvement throughout the course of the year. A key takeaway we often have in this process is that “more” is not always better. Keep your messaging clear, concise and enticing and let your website do the work from there.

3 – Target Audience Check-In

• Is there a new demographic that you’ve noticed has been visiting your website more often lately, or engaging with your business content? Is there a new audience in general that could represent untapped potential for you in 2023? There is more data available than ever to understand the demographics and behaviors for audiences that are most likely to engage with your brand. Let’s do some target audience tweaking and let the data lead us to your most efficient targeting strategy.

4 – Explore Your Campaign Options

• What suggestions has your strategy team (internal and/or external) given you throughout the duration of your campaigns, especially going into the new year? Think about these suggestions – now is the perfect time to implement them!
• This could be as simple as budget reallocation or leveraging key takeaways from insights on geography, device type, day of the week and audience reports. Now could be the right time to add in a new brand awareness campaign to enhance an existing, conversion-focused approach (or vice versa). The important thing is to be sure you are understanding campaign results and overall trajectory against the initial goals of that campaign. Are things trending in the right direction? What can we do to work smarter?

5 – GA 4

• In early 2022, Google announced the newest version of Google Analytics, titled GA4. On July 1, 2023, Universal Analytics (UA), which is the current version of Google Analytics, will no longer be available, which is why now is the best time to begin the process of switching your Google Analytics set up to GA4.
• Here you will find a document with a step-by-step guide on switching from UA to GA4.
• If you have any questions, concerns, or just want some guidance on beginning this process, please reach out to your Denver Post Media representative and we will be happy to assist you with this transition.