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Equinet Academy > Digital Advertising Capability Assessment Tool

Digital Advertising Capability Assessment Tool

Answer 5 questions to measure your digital advertising optimisation capabilities.

Step 1 of 2

50%

1. Digital advertising strategy*

Do you have a comprehensive digital advertising strategy developed and regularly reviewed?

Passive

• No digital advertising strategy or plan in place
Initiated

• No review on digital advertising strategy conducted since its first development

• Customer journey and digital advertising funnels mapped out

Enabled

•	At least one review and update of digital advertising strategy document
•	Keep up to date with the latest digital advertising trends
•	Retargeting strategies (RLSA, customer match lists, etc.)

Optimised

• Ad-hoc to regular review of digital advertising strategy especially after digital advertising audit and evaluation of performance reports
Ideal

• Ongoing review and enhancements to digital advertising strategy

2. Digital advertising channels*

How diverse and integrated are your digital advertising platforms?
- Passive
  
  • Advertising on only one or no channels
- Initiated
  
  • Advertising across two or more channels (e.g. Google and Facebook)
  
  • Campaigns exist in a siloed approach (lack of cross-platform tracking and shared objectives)
- Enabled
  
  • Digital advertising campaign parameters (budget, objectives, targeting, etc.) are shared across different platforms, achieving common objectives
- Optimised
  
  • On-going adoption and integration of new advertising channels, both traditional and digital
- Ideal
  
  • Consistent messaging across all advertising channels, creating a seamless, omni-channel brand experience

3. Digital advertising implementation*

How efficient are your communication, resources, and processes in executing your campaigns in house and/or through an external agency?

Passive

• No implementation of digital advertising

Initiated

•	Unsatisfactory results due to poor management of advertising budget, ineffective communication with agency and internal stakeholders, and lack of systems in place to monitor campaign performance

Enabled

•	At least one specialist managing the processes (from campaign setup to designing of ad creatives) in place to launch advertisement campaigns every now and then
•	Sufficient budget allocation with some return on advertising spend

Optimised

•	Adequate budget allocated to each digital advertising channel, bringing positive overall returns
•	Effective communication within internal team members and/or through external agencies, leading to productive output of deliverables (E.g. Landing pages’ content match ad creatives/copy)

Ideal

•	Team is large enough to manage all advertising platforms on a daily basis
•	Daily/weekly/monthly checklists in place to ensure best practices are met
•	Budget is flexible and scalable according to market demand

4. Digital advertising measurement*

Is advertising performance tracking properly set up and integrated across different platforms?
- Passive
  
  • No tracking set up
- Initiated
  
  • Basic tracking set up (e.g. Google Ads Conversion Tag, Facebook Pixel)
- Enabled
  
  • Combined dashboards (Google Data Studio, Google Analytics) set up to report performance across different platforms
- Optimised
  
  • Data management platform integrating real-time data
- Ideal
  
  • Cross-channel and cross-device tracking across every touch point of the customer buying journey, providing a clear and concise view of each channel’s return on ad spend (ROAS)

5. Digital advertising optimisation*

How proficient is the team in optimising digital advertising performance? Are there ongoing systems and processes for reporting digital advertising campaign performance and return on advertising spend?

Passive

• No optimisation plans in place
Initiated

• Some review of basic performance metrics (impression share, clicks, click through rates, conversions, conversion rate, etc.) and optimisation actions every once in a while

Enabled

•	Scheduled review and optimisation of advanced reports and metrics (competitor reports e.g. auction insights, search terms reports, placements reports, day parting reports, etc.)
•	High overall optimisation scores

Optimised

•	Automated rules and alerts setup to notify specialists of negative and positive results at the onset (e.g. High cost per clicks, low conversion rates)
•	Constant refinement of advertising campaign parameters (ad creatives, bidding strategies, audience targeting, etc.)

Ideal

•	Every metric and campaign parameter optimised across all demand-side platforms (DSPs)
•	Complete setup of Data Management Platform (DMP) and accurate attribution models for effective optimisation

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Thank you for taking the Digital Advertising Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Digital Advertising Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Digital Advertising Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Digital Advertising Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Digital Advertising Capabilities Assessment Tool

Your Capability Score is :
/5
1. Digital advertising strategy

Your score is: /5

Do you have a comprehensive digital advertising strategy developed and regularly reviewed?
Recommended Courses:
Recommended Services:
- Digital Advertising Services
Recommended Reading:
- 5-Step Digital Advertising Strategy Guide
2. Digital advertising channels

Your score is: /5

How diverse and integrated are your digital advertising platforms?
Recommended Courses:
Recommended Services:
- Digital Advertising Services
Recommended Reading:
- 5-Step Digital Advertising Strategy Guide
3. Digital advertising implementation

Your score is: /5

How efficient are your communication, resources, and processes in executing your campaigns in house and/or through an external agency?
Recommended Courses:
Recommended Services:
- Digital Advertising Services
Recommended Reading:
- 5-Step Digital Advertising Strategy Guide
4. Digital advertising measurement

Your score is: /5

Is advertising performance tracking properly set up and integrated across different platforms?
Recommended Courses:
Recommended Services:
- Digital Advertising Services
Recommended Reading:
- 5-Step Digital Advertising Strategy Guide
5. Digital advertising optimisation

Your score is: /5

How proficient is the team in optimising digital advertising performance? Are there ongoing systems and processes for reporting digital advertising campaign performance and return on advertising spend?
Recommended Courses:
Recommended Services:
- Digital Advertising Services
Recommended Reading:
- 5-Step Digital Advertising Strategy Guide
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