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Measuring Display advertising - Coggle Diagram
Measuring Display advertising
Measugring the least wrong thing
How might you measure a brand awareness campaign? Top of funnel - brand awareness
Correlation
Impressions
Clicks ( maybe)
Corrlelation
Going to need a lot of impressions to have a big enough effect
Brand search uplift ( google trends quite useful at national scale)
Other channels!
Social
PPC
Email
Face to face!
Uplift in a particular area campaign targeted vs no uplift in area that didnt get the ad
What about more of a Direct response campaign- what is that and how do you measure it?
Totally can use clicks
average visit duration
Trackable links
Conversion rate
Depending on your objective - any of the above
If we are using Interactive Ad units or video is there more we can measure?
Enable you to get ad engagement metrics
video watch time
other engagement metrics relevant to the medium
Facebook metrics!
unless you have a direct offer Broader correlation always a factor
What if your campaign is a bit smarter and you have different elements targetting audience at different stages of your sales funnel.
Correlate different funnel stages data
Good old fashioned market research!
work out what you can measure and why and how before you set any camapigns live
think about what the campaign will ideally result in- ie how will people interact adn what can you measure
How can we go about correlating results to what we can measure
Analytics Annotations help
what is an analytics annotation
Spurious correlations website
If you are lucky enough to have access to a DMP ( digital management Platform) then that can correlate ad views with people purchasing.