When launching media advertising, many How to evaluate the effectiveness companies do not understand what metrics to focus on and believe that such advertising only works for the top part of the sales funnel – increasing brand awareness and creating a positive image of the company.
How to determine the success of media advertising and what indicators should be monitored, said Natalia Dereshchina, a paid advertising specialist at the Traffic Completo unit.
How media advertising How to evaluate the effectiveness is useful for business
Media advertising can solve various marketing directors email lists problems depending on the goals set.
For example,
- Increasing brand awareness and creating a positive image. Media advertising helps the brand stay visible to the target audience, which is especially important in a highly competitive environment.
- Increased reach and traffic growth, attracting potential buyers and reducing the cost of leads. With the help of media activity conversion rate advertising, you can attract more target users to the site and, as a result, reduce the cost of attracting a client.
- Maintaining demand. Media advertising can be effective for “warming up” the audience, especially during the off-season when demand for products decreases.
Before launching a campaign, it is important to clearly formulate the goal.
For example, if you want to remind your audience about yourself in the off-season, the task may sound like this: “Maintaining brand demand turkey data among the current audience.” If the goal is to attract new customers, then it is “Increasing coverage and attracting a new target audience.”
Key performance indicators for such promotion
Display advertising can have a variety of impacts on a business, and there are several metrics that are important to consider when assessing its effectiveness:Image from the author’s archive
Among them:
- CPM (Cost Per Mille) — the cost of a thousand impressions. This indicator helps you understand how effectively you spend your budget on audience reach.
- Bounce rate is the percentage of users who leave a site after viewing just one page. A high bounce rate may indicate irrelevant advertising or a poor landing page. A bounce rate of 40-50% is considered normal, especially for mobile platforms.
