The beauty of digital advertising is that it is interactive and everything can be measured. If your campaign’s Key Performance Indicators (KPIs) are properly set up and monitored, the performance of your advertising campaign can be evaluated (almost) immediately. Of course, this assumes that your online advertising agency has established the right analytics for measurement, but that’s a topic for another blog post.
With traditional advertising, your media is negotiated months in advance and your creative is developed even further out than that, and the actual results of your advertising can be fairly ambiguous. Online advertising provides immediate results and the ability to quickly review your advertising’s performance and optimize accordingly. What you choose to measure is up to you, but some of the more common metrics for digital advertising include Click Through Rate, Impressions, Interaction Rate, Conversion Rate, and Cost Per Click.
So what do you do after you have all of these fancy charts, graphs and numbers?
This step is key: OPTIMIZE.