Download Now: How to Determine if Your Campaign Was Successful [ebook]
If you want to review the main metrics that list of belize consumer email allow you to know if your advertising campaigns were successful or not, you can click here .
Explanatory KPI's
· Click-through rate (CTR)
This metric will help you know if your ads are relevant in the number of times they have appeared in front of your audience. It is obtained by dividing the number of clicks obtained by the number of times the ads were displayed, giving us a number less than zero, so it would have to be multiplied by 100 to have a click rate.
It is important to mention that it is recommended to first evaluate at the campaign level, then at the group level and, finally, at the ad level, in order to identify if any of these are performing well or poorly and correct it.
And, how do I know if my CTR is good or bad? You can find many sources where they will tell you the CTR they recommend depending on the industry, but, personally, I think it is better to compare yourself against your own historical results and see if you improve or not as the months or changes in the ads go by.
When performing the analysis, it is also important to take into account the number of clicks and impressions that the ad, group or campaign has. For example, if you see that one ad's CTR is 4.5% and another's is 6%, you might think that the second one is better. However, if you see that the first one has 600 clicks and the other 100, then I think it was a matter of statistics, that is, it is more likely that people will not click on an ad that was printed more times than another. The important thing is to have clear data, in order to make better decisions.
On the other hand, if you see that your CTR is very low and you check if it is being printed, it could indicate that your ads are not relevant according to the keywords you are placing. For example, if you put “flights to Cancun” in your ad group and in the ad you put “The best flights to Mexico City”, it is very likely that your CTR is very low, since it has no direct relationship between what the user searched for and what you are advertising. This is why it is recommended that the keywords be well categorized and matched with the ads.
· Conversion rate
Once you understand the previous indicator, and you have determined that your ads are initially relevant to users' searches, it is important that you review your conversion rate , that is, once you have the attention of the users, in which campaign, group and ad is where they convert the most .
To obtain this indicator, you need to divide the number of conversions by the number of clicks, and multiply it by 100 to obtain a conversion rate.
You need to correctly analyze what this rate is based on to make decisions, since, as I exemplified above, you can have a conversion rate of 20% and 50%, but based on very different conversion and click numbers.
While this indicator could be key to determining whether your ads were successful enough, not all the responsibility necessarily falls on them, since it could be that the landing page where you took them was not attractive enough to convert, either because it does not have the information that was promised to the user, or it did not align with what they were really looking for, there was a failure in loading the page, or it could have suffered a technical difficulty that caused the conversion to not be measured.
