Digital advertising is a very cost effective way to improve your brand’s awareness and drive traffic to your website that can be turned into sales. How do you measure the success of your campaign? The following are key metrics that you should be paying attention to:
- Set your goals upfront to enable you to focus on the right metrics that will indicate success.
- Monitor upticks in web traffic that indicate that you have been successful in attracting users through the combination of messaging and ad creative. In addition to paid search, monitor the increases in branded search and direct visits that coincide with campaign launches.
- Click through rates measure the number of times your ad is clicked compared to the number of times it has been shown to users. For example, if your ad is shown to 100 people and 1 person clicks on it, you have a click through rate of 1%. CTR can help you determine the effectiveness of your targeting and creative. Low CTRs might mean the creative isn’t resonating or the audience is the wrong target. 2% is an average CTR rate.
- Conversion rate tracks the rate that users take a desired conversion action on your website (purchase a product, make an appointment, request a phone call). Make sure you have conversion tracking set up on your website to monitor accurately. An average conversion rate is 2.5%
- Return on investment – in order to attribute ROI to specific campaigns, you need to be tracking ad clicks all the way through to the close of the sale.
By reviewing the above numbers, you will have a better understanding of which campaigns are performing well and those that need to be improved to bring you better results.Tags: