Display Advertising Metrics: Measure Beyond CTR
Display advertising campaigns are the most measurable medium in the world. In fact, there are so many different ways of measuring display advertising campaigns that marketers and their clients are often overwhelmed with metrics and often have difficulty making heads or tails if their campaign is a successful one or not.
The truth is, there is a lot more than the click-through-rate (CTR) or number of impressions to gauge the success of your display advertising campaign. For those of you not familiar with display advertising, display ads are the images on websites, typically placed in the header, footer and sidebars of a website. Display ads can also show up in videos as text or pop-ups.
Beyond the CTR and number of clicks an ad receives, there are five major metrics that you should use when measuring up your display advertising campaign’s performance.
- Reach – Measuring the number of unique visitors that were exposed to the display ad. Reaching as many unique, relevant people as possible should be the goal for every display advertising campaign. Exposure to an ad is a major contributor to an increase in sales, site visits and branded keyword search.
- Engagement – How many people intentionally engaged with the ad by mouse touch, interaction or click, and how long was the engagement? A user’s eyes typically follow their mouse pointer, so it is safe to say if the mouse is hovering over a display ad, so are their eyes. Users who engage with an ad are three times more likely to search for brand-related keywords, boost site traffic and increase brand strength.
- Site visits lift – A marketer might be disappointed in a display ad with a below average click through rate. However, if that ad is delivering an extra 4,000 site views per day to a website that was seeing 6,000 site views before the display advertising campaign, an increase of 60% in site visits is a successes in my book and it should be in yours too.
- Search and Display Overlap – Search and display overlap research can reveal how many users that arrived at a website were exposed to a display ad. When your branded keyword terms increase, such as when a user searches for your company’s name, tagline or product, you can be confident that those terms are resonating with users from your branded display ad campaign. Measure the search activity of branded keyword terms and see how well those terms are sticking.
- Conversions and ROI – If you are not selling your products or generating leads online, ROI can be difficult to calculate. In these cases, the investment is in online display advertising but the return is in other areas. ROI can be tracked through sales generated through the display ads or branded keyword terms, which can be easily done through Google Analytics. Leads can be tracked the same way and by calculating the average cost per lead.
Analyzing the most easily measurable advertising medium should not be focused solely on clicks and CTR. Those metrics are important, but these five simple display advertising metrics should also be used to confidently measure your campaign based upon your campaign objectives.
For more information on display advertising or to find out how search engine marketing, display advertising or mobile advertising can generate your company more sales or leads, contact KEO Marketing today.
Source: iMedia Connection