I would need to start by asking you a question. What are you hoping your ad campaign will achieve? You see, success takes many forms and is defined in a myriad of ways. If you want your campaign to help you drive traffic to your web page, and you see web traffic increase, that’s success! If you want your campaign to encourage more widget sales and your shopping cart starts to overflow with widget orders, that’s success, too! We always begin any new client relationship with a strategic intake session, otherwise known as discovery. This is a time for us to ask a ton of smart questions and pull from our clients’ brains everything we need to make recommendations that will align to their specific marketing goals. We’re very good listeners and experienced discovery session facilitators. Ready to launch a metrics-driven media campaign? Contact us to start your discovery process today.
Ah, the age-old Ad Click vs. Website Visit dilemma! Sorry to have to tell you this but a click does not always translate into a visit. There are a million reasons why this happens and here are a few: Ever hear of “fat fingers?” That’s when someone clicks on your ad by mistake. It happens. Then there are the impatient people (don’t look at me!) who will abandon a web journey if a web page doesn’t load fast enough. Some users make it successfully from the ad to the website, but they don’t stay long enough on the page to be tracked and counted. Other questions? Reach out. We'd love to chat!
While click-through rates (CTRs) are no longer the be-all and end-all of campaign metrics, they are still a valuable measurement. An average CTR is calculated by dividing the number of clicks by the number of ad impressions delivered. The resulting ratio (percentage) gives information on how audiences have interacted with your ads. WordStream has a great article that shows average CTRs across different categories. Factors such as where ads are being served or what industry the ads represent can determine whether advertisers see a higher or lower CTR. For example, we’ll always see a higher CTR from paid search than we will from a display banner. Get in touch for more information on CTRs and to learn about other fascinating media topics!
Google Analytics allows us to track traffic to your website through various metrics. Page Views are visits to individual pages on your website throughout the course of a single web session. Google Analytics tracks a page view each time you move to a new page on a site and counts it again even if you go back to the same page more than once. In contrast, a web session (or user session) happens when Google Analytics tracks a visit from an IP address who hasn't visited your site in the past 30-minutes. Web sessions will often include multiple page views.