Many ad platforms including Google ads focus on CPM advertising model for branding campaigns as it is most suitable for reaching top-funnel campaign goals. For a thousand impressions, you theoretically can get up to thousand ad clicks (if the offer draws the attention and interest of viewers). With CPM your cost per click can also be much cheaper. In case customers are not familiar with your product or service yet, it is recommended to start with a brand awareness campaign on a CPM basis - cost per impression is much cheaper than cost per click. Thus your campaign aim will be to get conversions. Conversion measurement is usually applied for CPC performance campaigns - When your target audience is already accustomed to your brand/product, they trust you, and they easily purchase from you. Ultimately, one of the most important metrics that you need to measure in Google Analytics is conversion rate. As well you can find out how your advertising landing page performs by reviewing the bounce rate, time people spend on a page, and other metrics. For example, in Google Analytics you can measure the number of unique users you get during the campaign. There are various tools that can help you to measure campaign performance. Brand awareness KPI metrics typically includes the following core KPIs: Determine the goal of the digital campaign and then the key performance indicators - the number of served impressions, click-through rate CTR, unique visitors of website/landing pages, number of leads, cost per lead, engagement rate, etc. Analysis: determine your key performance indicatorsįor starters, in order to assess your ad campaign performance, you need to understand where to look at. Only this way you’ll discover what adjustments need to be made to reach effectiveness both in short and long-term perspectives. Thus, the performance of the campaign will change and it is important to be prepared for such changes and monitor metrics. Plus, traffic fluctuation is a normal thing for digital advertising, and what could work well yesterday may not necessarily lead to success next week. You might think - if I set up an ad campaign correctly, why then should I make campaign performance optimization? Thing is, often there is no way to know why demand across a certain vertical or channel decreases or increases over time, or what part of the day your audience clicks more on ads.
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