1. Measure what actually translates to your business goals
• For the vast majority of businesses, CTR will never translate to an increase in sales or brand awareness and says nearly nothing about the digital health of your brand. Video completion rate on Facebook or YouTube doesn’t either, especially when there is a skip button or muted content in most environments. What does matter is sales, leads, positive social engagement and brand recognition. Site visits matter less than visits of key pages. Essentially, media metrics matter less than CPA metrics.
Across the digital marketing ecosystem, advertisers are demanding more transparency from publishers when it comes to the accuracy of how their ads are being placed on platforms. As of March 2018, LinkedIn addressed the viewability concerns by announcing how views and impressions on the platform will be measured moving forward. Previously, an impression is defined as the number of times the ad is shown to LinkedIn members. With the new update, an impression on a Sponsored Content campaign will only be recorded if it is at least 50% in view on a member’s device screen or browser window for at least one second on desktop or 300 milliseconds on mobile.
There are always campaigns that take more encouragement to reach performance goals, across all metrics and KPIs. Particularly frustrating, however, are lower funnel campaigns that don’t meet their CPA goals.
Step 1: QA The Setup
Avoid any time-consuming errors that could cause low performance from the start by performing a thorough QA, paying extra diligence to aspects that will directly affect CPA. Make sure the pixel is firing. Check that your data sets and target audience have enough scalable inventory. Check that the landing page promotes a positive user experience.
Transparency is really an interesting industry term, but to level-set us its inherent that we state the subject at hand is specific to the cost of media here in the 21st century of programmatic buying and audience & data exchanges. What’s interesting is that before the dawn of software that connected to massive marketplaces of inventory, transparency was less about cost structure and more about the inventory supply. Nowadays, thanks in large part to the early greed-mongers that saw programmatic as a revenue center, not as an efficiency play, we are subjected to constant skepticism over our business practices.
So, let’s set the record straight on this: the buy-side of software-based media buying in open and closed exchanges. Remember transparency can be the object of a lot of factors in the ecosystem, however on the buy-side there is really only about 5 different factors:
You already know that having a strategic online presence is essential in the contemporary advertising environment. This isn’t because its trendy, it’s because of the myriad of opportunities the online marketplace provides for businesses of all sizes. Programmatic digital marketing allows marketers to deliver timely, well-placed content to the right people on the right channels for the right price. This is a much more efficient use of your time, human resources and money.
So, you’ve setup a nice website and a few social media pages and started running ads, but your return on the investment hasn’t been so great. Where’d you go wrong? Well, capitalizing on the digital marketing opportunity takes more than just having a presence and delivering ads. It’s about crafting a brand experience that your audience will remember. Consider the following tips to go from ad bust to surplus!