If your measure of digital advertising effectiveness ends when your ad is clicked, you’re only fighting half the battle. Yes, driving lots of traffic to your site through digital advertising is awesome, but digital advertising shouldn’t just drive clicks—it should generate leads and drive sales!
For example, a media campaign that drives 500,000 visitors may appear more successful than a campaign that drives only 100,000 visitors. However, if the 100,000-visitor campaign generates 10,000 more leads than the 500,000-visitor campaign, it’s safe to say the 100,000-visitor campaign was actually the success.
Here’s 3 Keys to Digital Advertising Success
The success of your campaign begins before the first ad is ever served. Determine your campaigns goals and figure out how you can track whether those goals are actually being met.
Digital media performance happens in real-time. That means you should always have your eye on what’s working and what’s not. Determine what ads, placements and targeting parameters are leading to the most conversions.
Once you determine what’s working, optimize your campaigns to increase conversions. This means removing or making adjustments to ads that are not performing well, honing in your targeting to only those segments that are leading to conversions, and moving funds to the publishers, networks or media vendors that are performing the best.
A digital campaign that is not being monitored and optimized in real-time is a digital campaign that is destined for failure. Click metrics are not the end-all-be-all of digital success. Instead, focus on what really matters: leads and sales.