Imagine this: Your marketing team is gearing up for a long-overdue website redesign. Your current site no longer represents your brand’s growth, isn’t mobile-friendly and struggles with low conversion rates.
In 2025, digital marketing isn’t just evolving—it’s accelerating. With consumer behaviors shifting across devices and platforms, and new technologies reshaping how brands connect with audiences, marketers face the ongoing challenge of keeping pace. The good news? Whether you’re optimizing an existing strategy or building a new one from scratch, small changes can lead to big improvements.
At Motion, we partner with brands every day to help them cut through the noise and create campaigns that resonate—and convert. Here are seven strategies we use to help our clients improve their digital marketing campaigns immediately.
1. Diversify your advertising channels.
Most brands rely heavily on core platforms like Meta, Google and LinkedIn. But in 2025, it’s no longer enough to focus on a few select platforms. The most successful digital marketing campaigns are omnichannel, engaging users across digital touchpoints—think connected TV, programmatic audio, in-stream video and beyond.
Diversification isn’t just about expanding reach; it’s about increasing campaign resilience. Brands that spread their efforts across multiple channels tend to see better results, in part because they’re less vulnerable to algorithm changes or cost fluctuations on any single platform.
When you choose Motion, we always begin with a strategic overview. This helps us understand your business goals and determine how best to leverage different channels and targeting approaches to meet—and exceed—your objectives.
2. Take a funneled approach to your advertising spend.
A common mistake we see brands make is treating all advertising channels the same. But keep in mind that not all platforms serve the same purpose. Display ads, for example, are excellent for generating awareness, while search or retargeting efforts are better suited for capturing high-intent leads.
Understanding your audience’s position in the buyer journey is crucial. Someone at the top of the funnel may need educational content, while someone at the bottom is ready for a direct call-to-action. Mapping your media spend to your funnel ensures that you’re showing the right message, to the right audience, at the right time.
We recommend building a tiered strategy, aligning content and creative based on stage—awareness, consideration, and conversion—and measuring performance accordingly.
3. Implement A/B testing for continuous improvement.
Digital marketing isn’t a “set-it-and-forget-it” endeavor. Ongoing optimization is essential, and A/B testing remains one of the most effective tools in your toolkit.
Start simple: Test your audiences. Hold creative, budget,and placement constant so you can confidently isolate performance differences. Once you’ve identified the stronger-performing group, move into creative testing—experimenting with different formats, messaging, imagery and headlines.
We recently completed a year-long test for a healthcare client, where we saw a 12% year-over-year increase in clicks on Meta, paired with an 8% decrease in cost-per-click, all through creative optimization. In another case, proper UTM tagging during an audience A/B test revealed that one audience converted at a rate 8.2 times higher than another—something that wasn’t evident from click-through data alone.
The takeaway: Test everything. Measure everything. And let the data guide your decisions.
4. Use geographic targeting strategically.
If you’re not tailoring your campaigns geographically, you’re likely wasting budget. Whether you’re running regional promotions or just want to exclude low-quality traffic, geographic targeting helps ensure your message reaches the most relevant audience.
But don’t stop at inclusion—exclusions matter just as much. Filter out locations outside your target market to minimize bot traffic and wasted impressions. This is especially important when using automatic placements or relying on platforms’ built-in delivery optimizations, which can sometimes favor quantity over quality.
When we dig into platform delivery data, we often find opportunities to better align ad spend with business value by simply tightening up location targeting.
5. Optimize for mobile (seriously).
It’s easy to forget in the rush to launch creative, but mobile-first design isn’t optional anymore. It’s foundational.
If your ads aren’t formatted for vertical 9:16 placements, you’re leaving performance on the table. Platforms like Meta, YouTube and LinkedIn reward proper formatting by improving placement eligibility and engagement rates. The difference between running one creative size versus a full suite tailored for each platform? Night and day.
At Motion, we build digital marketing campaigns with creative flexibility from the outset, ensuring your ads show up polished, professional and platform-native—no matter where your audience sees them.
6. Trust your human instincts—not just the algorithm.
Automation is powerful. Platforms increasingly push marketers toward auto-optimized audiences, creative, placements and bidding strategies. Although these tools can drive efficiencies, they’re not a substitute for human judgment.
You know your brand best. If automated creative enhancements stray from your brand guidelines—or if your campaigns look great on the surface but don’t drive real results—take back the reins. Use exclusions to refine delivery, monitor performance closely, and don’t be afraid to override platform suggestions when the data supports it.
For example, you might see amazing cost per clicks (CPCs) and click-through rates (CTRs), but if those clicks are coming from low-value geographies or placements that don’t align with your brand, you’re not getting true ROI. We help our clients go deeper into ad delivery reports to uncover what’s really working—and what’s just noise.
7. Leverage your existing audiences.
You might be sitting on your digital marketing campaign’s biggest asset without even knowing it. Your existing audiences—website visitors, email subscribers, app users, social followers—are a goldmine for targeting, retargeting and creating high-performing lookalike audiences.
Use a tag manager like Google Tag Manager to ensure each platform’s pixel is firing correctly. Build out structured UTM parameters so you can segment audiences based on behavior. Upload CRM lists to platforms like Meta or Google Ads, and create lookalikes based on those high-value users.
And don’t overlook social signals—people who engage with your Instagram Stories, YouTube videos or LinkedIn posts can be retargeted with follow-up messaging. These warm audiences often convert at significantly higher rates than cold audiences and leveraging them can dramatically improve campaign efficiency.
Final Thoughts: Start Smart, Then Scale
Improving your digital marketing campaigns doesn’t mean overhauling everything at once. Pick one or two of these strategies and apply them to your next campaign. Build from there. See what works. Then layer in the rest.
The digital landscape will always be shifting. But with a structured approach—grounded in data, informed by experience and driven by a commitment to continuous improvement—you’ll be well-positioned to not just keep up, but lead.
At Motion, we live at the intersection of strategy, performance, and creativity. If you’re ready to take your campaigns to the next level, we’re here to help.
Ready to improve your digital marketing campaign? Let’s talk.
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