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!
I get asked this question all the time! The simplest answer is that the size of your media budget depends on your campaign goals. A few factors that determine how much we’ll recommend our clients spend are: the size and scope of the target audience, geographic reach, and your competition’s advertising presence. Another important consideration is how well does your prospective customer base know your brand? Are you starting from scratch or seeking to maintain (or grow) an already established level of familiarity? We’d love to chat with you about setting your campaign goals, determining media budgets and all other aspects of the media planning process!
Google, the world’s largest search engine, recommends better security for all websites. You may have noticed the words, “Not Secure” to the left of the address bar when you land on a website that is not secure. Websites involving e-commerce or other financial transactions are especially at risk of a security breach. Security is also linked to better SEO and signals to your web visitors that you are staying abreast of today’s digital best practices. Contact us if you want to know more about this topic.
Sure! Campaign landing pages typically serve two main purposes, to receive traffic from your ad campaign and to drive conversions. Here are a few best practices to follow:
For more landing page best practices, send us an email or give us a call!
Everyone agrees about the benefits of maintaining a blog on your website, but there are many schools of thought about blog posting frequency. My recommendation is to post as often as you are able, whether that is every week, once a month or quarterly. The most important thing is to make sure your blog contains content that is topical and relevant to your brand and contains language specific to your business or industry. Quality over quantity is always the best approach.
Media planning always starts with a series of strategic questions. Target audience descriptions are at the top of our list of discussion points. We’ll use what we learn from you about your target audience’s demographics and psychographic traits to extrapolate additional behaviors, likes, dislikes, attributes, and interests. These additional details help us build media plans that will guide ads to their targets every time.
According to a recent AMA-published Libris report, 70% of marketers say they get better results using visual content, including all types of video and photography. Between the two, video is seeing the highest demand due to its ability to drive greater engagement in advertising, social media, websites, editorial and PR. Talk to us to see about incorporating video into your next media campaign!
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.
Many of our clients ask how we measure the ROI or 'Return on Investment' on their media campaigns. This is a valid question especially because advertising can be a significant investment! Typically, we'll monitor and share ROI data through our monthly metrics reporting. Quantifying ROI depends on your campaign's specific strategic objectives. Tracking growth in website traffic, ad engagement as well as conversions attributed to the advertising campaign all help to showcase the success of your advertising efforts.
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Richardson Media Group, Inc.
75 Congress Street, Suite 214
Portsmouth, NH 03801
Phone: (603) 373-8866
Hours: Weekdays 9 to 5