Internet Marketing

How is the Effectiveness of an Online Campaign Measured

In the world of digital marketing there are terms that you will constantly come across. Know its meaning and proper handling to ensure efficient and profitable advertising with .

The campaigns of online marketing are often more effective than other traditional means since you are paying only for results. But how is your profitability measured? Here are some terms you should familiarize yourself with when measuring the effectiveness of your online strategy.

Stands for “Cost per Click ” ( Cost Per Click in English). The cost per click on is the price an advertiser pays each time a user clicks on your ad. It is an incomparable advantage over other advertising modalities, since you are only paying for the effective result of your campaign.

On some content networks, the cost of a click can vary depending on the time of year or time of day, so with the same $ 2,000,000, you can get 1,000,000 or 500,000 clicks, depending on the time (model of the auction).

At , on the other hand, the CPC does not vary according to the season, but you can buy fixed-click packages ranging from $ 120,000 plus VAT. The higher the amount of the package you buy, the lower the CPC, which translates into more clicks for your campaign.

Find here the rates of

Some content networks charge a “ Cost Per Impression”. Under this modality, you pay every time your ad appears on the screen of a navigator (one appearance = one impression).

The problem with CPI is that the user may not click on your ad and you will still be charged for having appeared. There is also the term CPM (Cost per Thousand) which is the grouping of a thousand impressions. It is a way of staggering printing costs.

But definitely the ideal model for online advertising is CPC-based advertising, as in , since the cost corresponds to the number of visits you are generating thanks to your ad.

See more in CPM: Cost per Thousand vs. Cost per Click: CPC

There is an indicator for measuring the success of a campaign of online advertising based on CPC. It is the ratio of clicks or CTR ( Click Through Ratio ). It is obtained by multiplying the number of clicks on an ad by 100 and dividing it by the number of times it has appeared (impressions):

CTR = Number of Clicks x 100 / Number of impressions .

A CTR can vary depending on the type of campaign that is carried out, as well as the products that are managed. In content networks a good CTR is around 0.02%.

An advertising campaign is first and foremost an investment. The key is to know if said investment is making profits or losses. This is called a Return On Investment. There is a simple formula to calculate this value:

ROI = (profit obtained – investment) / investment

The investment corresponds to the money that you invested in the campaign and the profit obtained, to the money that you earned thanks to it. If after launching your campaign you increase your sales by 10%, that is your profit. The ROI value is expressed as a percentage.

At you have a team of advisers who can give you more information about these and other elements that allow you to measure the effectiveness of your campaign. Learn about the benefits of content networks for your advertising budget.

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Internet Marketing

Do you know the importance of Landing Pages in your digital marketing campaign?

Do not disappoint your customers: a good landing page is an ally of your marketing campaigns and is essential to make an effective Internet sale. Learn here the minimum to take into account when creating one.

The ultimate goal of ads posted on content networks like is to motivate the user to click. But what happens after that? Where are you taking your customers once they have become interested in you?

A common mistake is to direct the user to the home page of their portal. Could it be that a customer, who is hoping to find the best place to buy a product or purchase a new service as quickly as possible, has time to navigate throughout their portal? The answer, of course, is no.

To respond to the impatience of your clients, there is a very versatile and effective tool, known as the Landing Page or Landing Page. As its name indicates, it consists of a page designed to receive people interested in your ad.

What is a landing page?

It is something like your “salesroom”, where you receive your interested buyers in a site that quickly shows them the advantages of the product or service and, above all, captures your main data so that you can manage a personalized sale later.

But be careful: if this “salesroom” is messy or does not allow quick customer service, it can cause a buyer to abandon. In this aspect, we come to handle a very important term for you. These are the conversions, that is, the customers who clicked on your ad and who once on the landing page were motivated to fill out their contact form. In other words, in digital language a conversion is a person really interested in you contacting them. The objective, then, is to achieve the highest number of conversions possible.

How to build the ideal landing page?

First of all, design a different landing page for each campaign you have published on the portal network, since the user must always know that they have reached the place that was promised in the ad. Having multiple landing pages will also allow you to more accurately measure the success of your campaign, since your clients will not be registering in the same space, but will be segmented. This way you will have more elements to know which campaign is working best for you.
Imagine that your SME sells flowers and is running a digital campaign for Mother’s Day. This would be the ideal structure for your Landing Page:

  • nice design, according to the product you are selling. Remember that the visual aspect is essential when it comes to “selling” a corporate image.
  • An eye-catching title, with a clear response to the customer’s need, that invites action (eg: “Buy the Best Gift for Mother’s Day here”).
  • A subtitle that presents your product or service (Ex: “With the most exotic flowers in Colombia and the World”.)
  • A very specific paragraph explaining your product (Eg: “We offer 8 varieties of orchids, from $ 15,000. The best gift for mothers on their day”).
  • If applicable, add a photo and a brief profile of the businessman or star behind the business (eg: “Served by Silvana Torres, one of the best flower production entrepreneurs in Colombia. Winner of the 2009” Pyme Leaders “award).
  • If you have photos or videos of your company or product, include them. Make sure they are of good quality and optimized for the web; Don’t make the mistake of posting too heavy videos or photos that never load in the end.
  • Above all, a form. This is the most important element of a landing page, since the entire strategy focuses on capturing customer data. The fewer boxes you have, the better. Limit yourself to the most important ones. For the user, the form must be simple enough so that they do not feel lazy to leave their data (Ex: Names and surnames, telephone, Email).
  • As a bonus, it is advisable to include a “mint”, as a prize, in exchange for leaving your information. It can be a promotional discount or some type of downloadable file (Ex: “Leave us your information and get a 15% discount on the purchase of packages of more than 20 flowers” …).
  • It is also advisable to have a Thank You Page or thank you page, which only appears after registering the data. (Example: “Thank you for registering your information, your mother will also thank you. Present this code to any of our sellers and claim your 15% discount”).

For a better understanding, this is a graph of the ideal customer purchase process:

Converted customer, who is shown the Thank You Page with what was promised.

There are many tools to measure the effectiveness of a landing page. In this article, you can find some of them. Its strategy of guideline in content networks is encompassed in attracting the maximum number of users to your landingBut it is up to you that that potential customer does not end up disappointed. Get to work and start giving your digital “salesroom” more possibilities.

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