Myth 4: Campaign effectiveness can only be tracked by one metric – CTR

[subornaakter40]

Beginners often boast that their campaigns are effective. They choose CTR as an indicator. It will be decisive in all cases. Many businessmen who do not really understand contextual advertising, seeing this, take such specialists for real experts. They are happy to pay them, give them a budget, but in the end, they get zero.

In reality, CTR is a number that does not reflect leads and sales. The indicator is responsible for how clicks, i.e. transitions to a resource, relate to the number of ad impressions. Even if a direct mail mortgage marketing person has gone to a site, this does not mean that he will perform a target action, buy something or order a service. Hence the conclusion: other services, in particular, web analytics, need to be connected to the advertising campaign in Yandex.Direct and AdWords. It will show at what point potential clients leave the site and reflect their behavior on the platform.

Download a free selection of tools for calculating KPIs and increasing marketing metrics
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:

Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.

Today we will share with you 6 of the most valuable documents that we have developed for our clients.

Download for free and implement today:


Step-by-step guide to creating marketing KPIs
Template for calculating KPIs for a marketer

9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals

How to make KPI for the sales department so that profits grow by 20% or more?
Step-by-step template for calculating KPIs for OP managers

Checklist of 12 main indicators for website promotion
Find out what metrics are needed to properly optimize your website

40 Services for Working with Blog Content
We have collected the best services for working with content

How to define your target audience without mistakes?
A proven guide to defining a company's target audience
Download the collection for free
pdf 8.3 mb
doc 3.4 mb
Already downloaded
153442

Myth 5: Low conversion is a tragedy

Let's figure out what a conversion rate is. This is an indicator that is responsible for the ratio of those people who visited the site and those who performed the target action, for example, placed an order, subscribed, etc.

A significant indicator of how effective advertising is is CR (Conversion Rate). The formula for calculating it is as follows:

Number of target actions/number of transitions. Multiply the resulting number by 100% .

Those who spread myths about contextual advertising say that the optimal CR value is no lower than 20%. If it has reached only 3%, launching advertising does not make sense.

In fact, let's say users clicked on the ad 2,000 times. Out of that number, only 60 people decided to buy the product. The CR for the whole day is 3%. If you think that 60 orders per day is unsatisfactory, the conversion is considered low.

It happens that a high coefficient is not good. For example, 10 users came to the resource from advertising per day, 2 of them bought the product, i.e. CR is 20%. But there are still few orders. So, the number of clicks will serve as a guide. If it is high, then even a low CR is worth paying attention, since the money you invested in advertising will "pay off".

Sites with a large number of visitors have a coefficient of less than 1%. At the same time, CR will be satisfactory if there are many orders. Hence the conclusion: the analysis of statistics should be carried out based on the situation.

Recommended articles on this topic:
Absolutely Free Internet Advertising: 19 Options

Selling price list: 5 marketing tricks + 10 tips for design

How to get contacts from a client: the most effective methods

Myth 6: A large number of keywords will have a positive effect on the promotion of the ad

When businessmen understand that marketing agencies charge for each key, they start to bargain. The point of the negotiations is to ask for a huge number of keys to be added to one ad to attract visitors. If the agency refuses to do this, the client decides to make the settings themselves. As a result, the budget is wasted, the businessman is disappointed and believes that contextual advertising as a promotion tool does not work.

In fact, an ad or a group of ads are developed for a specific list of keys. They fully meet the needs of potential buyers and also correspond to what is written on the landing page. Only a specially trained person can select and group key queries.