Aksi Marsovich
Intergalactic expert
Leads, traffic, and top positions are not the only indicators accurate mobile phone number list of internet marketing effectiveness.
Evaluating and tracking the effectiveness of advertising campaigns is the main task of contextual advertising specialists.
In this article, we will look at the key performance indicators that everyone needs to know.
1. Impressions - the number of times an advertisement is shown to interested users.
2. Clicks - the number of clicks on an advertisement to the site.
3. CTR (Click-Through Rate) is an indicator of ad clickability. It is measured in percentages and calculated using the formula of the ratio of the number of clicks to the number of impressions.
CTR allows you to evaluate which sites and ads bring more user clicks to the site.
Statistics on impressions, clicks and CTR are available in standard Google Ads and Yandex.Direct reports both by campaign and by specific keywords. Let's consider what the CTR should be in advertising campaigns on search and in display ads.
For search advertising in Yandex.Direct and Google Ads, a click-through rate of 5 to 10% is considered normal. This is an average value. Depending on the niche, seasonality, level of competition, etc., this figure can be either higher or lower.
In the Yandex Advertising Network (YAN) and the Google Display Network (GDN), things are a little different than in search. Normal clickability for ads in YAN and GDN is considered to be 0.5-0.6%. In some cases, even a CTR of 0.1% is considered acceptable.
4. CPC (Cost Per Click) — the price for each user click on an ad to the site. CPC helps you understand how reasonable it is to invest money in a particular advertising channel. It is calculated as the ratio of the cost of the advertising campaign to the number of clicks.
Below we will look at the indicators that allow us to evaluate whether targeted traffic comes from context, whether users are having difficulties with the site, whether there are problems with landing pages.
5. A visit is the number of visits to a site from an external source: from a search, from a browser bookmark, from an advertisement, etc.
6. Session duration is the average time users spend on the site. It is calculated as the total time of all sessions divided by the number of sessions.
7. Bounce rate is the percentage of visits during which users viewed only one page and did not perform any other actions.
8. Conversion — the share of visits during which visitors performed a target action (for example, ordered a call, placed an order, added a product to a shopping cart, etc.)
Micro conversion can also be considered the achievement of intermediate goals on the site - subscribing to a newsletter, sending contacts, downloading files, etc. For non-commercial sites, these actions can be the main conversion goal.
The main tracking indicator is the basis for assessing the effectiveness of contextual advertising.