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For online marketers of all types, the great thing about the digital revolution is we can now track everything… absolutely everything. So, as an online advertiser, or a website publisher with so much information at your fingertips, how do you decide the most important metrics to track? With hundreds of different KPIs (Key Performance Indicators) offered by digital campaigns, focusing on the right ones for your company is important, and it all starts with understanding your goal.

Understanding Your Goal: The First Step for Online Advertisers

Usually, online advertisers start with one of two basic goals for a campaign: awareness or conversions. Having an unclear goal opens the potential for paying attention to the wrong metrics, and that doesn’t get you anywhere. For example, advertisers might be focusing too much on number of impressions or CTR (Click Through Rate) when all that matters the them is the actual page depth.

If the goal of your campaign is to increase brand awareness, impressions are important, but if you are trying to sell a specific product, or encourage download of a specific premium content asset, impressions are not as important as cost per acquisition. Every campaign should start with a well-defined goal that includes consideration of the planned spend as compared to the potential reward.

What Metrics Exist for Online Marketers?

Examples of metrics to track in your online advertising campaign include:

As an online advertiser, you have a lot of choices about what to track, but the key is to make sure what you are tracking relates to the goal of your campaign. If the two don’t match up, you are comparing apples to oranges, and if you’re not tracking anything at all, you are throwing money in the trash. The moral of the story? Track it or trash it!

Most of the metrics for online advertising come from either your own website analytics (usually Google Analytics), and from your online advertising platform. A good online ad network should be able to talk you through exactly how to measure the success of your campaign. With average 10:1 returns on good online advertising campaigns, it’s still a worthy endeavor. Make sure you track the metrics to back up your investment in online ads.

 

Any advertiser setting out to get more clients or customers online wants to know which online ads perform best, and why. We’ll look at the major strengths of the basic types of online ads, but hold your horses for just a sec! Before any advertiser is ready to create a specific plan for online advertising, there are a few important issues to consider.

What’s Your Online Advertising Goal?
First, think about your goal. Where is your ad sending people? What is your landing page? If you don’t know, you’re not ready for online advertising. You have to know where you want your traffic to go, and what your goal is once they reach your page. Are you trying to sell a product or service? Generate a lead? Share your brand personality to generate warm fuzzies (aka. brand awareness)? Develop an audience for your website and content?

What Kind of Online Ads Should You Consider?
There are several different ways you can go when making your online advertising plan. Let’s explore the three main categories of online ads.

Display

 
Contextual

 
Remarketing

 
Still looking for answers? We’re happy to help.

 

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