Marketing Analytics of Online Ads
Marketing Analytics of Online Ads
The Context of the Situation
As always, understanding the context of a situation is extremely important if we are to understand the analytics. Let’s look at a study recently done by ComScore about the current click-through rate of online ads . The study shows that in the past two years, the percentage of internet users that actually click on online ads has dropped from 32% to just 16%. What’s more, if you look at the total amount of clicks on ads across the population internet users, the study finds that just 4% of them account for 50% if all clicks.
What the Context Tells Us
So, if you decide to track click-throughs like everyone else does, you are probably only tracking about 4% of the internet population. Further, the trend shows that the percentage of internet users who click on ads is decreasing, so the amount of people you are able to track will only decrease with time. Once we see this context, we realize that click-throughs are not such an effective metric to use if we want to discover the effectiveness of an ad campaign. (Unless, of course, you are targeting the 4% of internet clickers.)
What to Do About It
Instead of using this conventional and less useful metric, why not try and connect your online ad campaigns with real measures of success? Track increased visitors to specific portions of your website the ad was aimed at promoting, and better, increased goal conversion in those sections. Track increased search volume for your product or brand you where promoting to show if there is greater awareness. Launch the campaign only in certain geographical regions so that you can test those against a control group not exposed to the ads.
These are just a few ideas to get you thinking about more effective ways to measure your online ad campaigns. What has been successful for you?
Marketing Analytics of Online Ads - To learn more about this author, visit Curtis Seare's Website.
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There are many different metrics that one could use to try and measure the effectiveness of online advertisement. Some of the most common include click-through rate and impressions. These are not necessarily, however, the most important or relevant. Before we jump in and start tracking the most obvious metrics, it’s important first to do some analysis.
The Context of the Situation
As always, understanding the context of a situation is extremely important if we are to understand the analytics. Let’s look at a study recently done by ComScore about the current click-through rate of online ads . The study shows that in the past two years, the percentage of internet users that actually click on online ads has dropped from 32% to just 16%. What’s more, if you look at the total amount of clicks on ads across the population internet users, the study finds that just 4% of them account for 50% if all clicks.
What the Context Tells Us
So, if you decide to track click-throughs like everyone else does, you are probably only tracking about 4% of the internet population. Further, the trend shows that the percentage of internet users who click on ads is decreasing, so the amount of people you are able to track will only decrease with time. Once we see this context, we realize that click-throughs are not such an effective metric to use if we want to discover the effectiveness of an ad campaign. (Unless, of course, you are targeting the 4% of internet clickers.)
What to Do About It
Instead of using this conventional and less useful metric, why not try and connect your online ad campaigns with real measures of success? Track increased visitors to specific portions of your website the ad was aimed at promoting, and better, increased goal conversion in those sections. Track increased search volume for your product or brand you where promoting to show if there is greater awareness. Launch the campaign only in certain geographical regions so that you can test those against a control group not exposed to the ads.
These are just a few ideas to get you thinking about more effective ways to measure your online ad campaigns. What has been successful for you?
Marketing Analytics of Online Ads - To learn more about this author, visit Curtis Seare's Website.
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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