Of course, the specific metrics to measure Measure Media Advertising will depend on the purpose of launching a media campaign. In our work, we usually focus on:
- CPM (cost per thousand impressions), but here it is important to track the dynamics of decrease over time;
- refusals (from 40 to 50% is an acceptable rate);
- views for video advertising, where 75% – 100% is the result to strive for;
- post-view and post-click conversions. Analysis of these indicators allows us to assess the impact of media advertising on brand demand, as well as on conversions by users after viewing within a given attribution window;
- achieving micro-goals (for example, going to the dealers page, visiting five pages, scrolling 90% of the page, etc.).
What tools can be used to extract this information? We recommend using:
- third party market media directors email lists research;
- target audience surveys;
- Wordstat;
- Google Trends;
- media advertising metrics, where you can see post-click and post-view conversions;
- SearchLift, VisitLift, TargetLift, BrandLift, SalesLift and other Yandex features.
Where to start “media” promotion: an algorithm for a conscious start
We recommend that you adhere to the following algorithm:
- define the goal;
- build a funnel where media artificial intelligence and machine learning advertising will be a part, but not the only tool;
- select sites for placement;
- set up analytics;
- plan your launch at least 3 months in advance;
- start up;
- and don’t forget to monitor the results whatsapp data of the promotion and optimize your advertising campaigns in a timely manner.
With this approach, your advertising campaigns will produce greater results.
Have a successful promotion!
By the way, our specialists are always ready to advise you on what to focus on when promoting using media advertising, how to maximize its effectiveness and correctly evaluate the indicators taking into account the specifics of the niche.