How do you define effective advertising? How to they measure e and they interpret its effects? What are the instruments what do we have available? How to manage a budget? As you can see, it was worth it expenditure?
Decipher the language of data it's really a challenge, as is collecting them. In fact, keep in mind that a small inaccuracy is enough at the root of one statistics, or in his interpretation, that all the work becomes useless… if not misleading. And these processes cost money, both time and resources.
It is therefore essential to know what to consider. It is important for optimize strategies and maximize return on investment. Today we will try to clarify things a little.
We see measurement methods and challenges which will make you understand if a dealer è effective o no.
Content index
The tools to understand if an advertisement is effective
To delve into the topic properly we need to understand what are the tools that we have available:
- Visibility and Impressions: How many times has your ad been viewed? Combine this data with other tools, because alone they are worth little.
- Click-Through Rate (CTR): is the ratio of users who clicked on an ad and views.
- Conversions and Cost Per Acquisition (CPA): conversions can be sales, registrations, downloads... in short, it is an objective. The CPA instead measure how much conversions cost.
- Engagement and Interactions: let's talk about any interaction users have with ads and content, therefore "likes", shares, comments, saves...
- Return on Investment (ROI): we are talking about a definitive metric to understand if an advertisement is effective. He invested in an advertising campaign. How much did it get back to you?
Challenges, methods and solutions for measuring whether an advertisement is effective
You have a budget and you need to decide how to use it. This means distribute money between different platforms and channels, including expenses incurred for any products and related services. Do you have to pay a testimonial? The shooting Photo and video? The ads on Google and on social? Adversting board? The making of landing pages and the contribution of a graphic for advertising carousels Facebook? A space on the radio or even on TV?
How to manage the budget to create effective advertising
Define what you want to achieve clearly. Do thorough research on your target through market analysis classic but also adapting to the times. If you have social pages, just read the answers to the right questions. Today, from this we understand a lot about users' desires... and it costs less!
Then, before launching yourself into a large scale, allocate a portion of your budget to small test campaigns on different platforms.
Monitor the data of these test campaigns. Then he goes from large to small.
In this compound you already calculate the return on investment and in doing so you should also consider the customer lifetime value, not just the immediate profit.
Decide on your target and understand how their perception evolves over time
It is obvious that advertising has a target, because the same services and products that are advertised have one, just as it is true that a brand defines its identity also in relation to its audience.
What is less obvious is theevolution of perception which has the advertising target. And like the advertising adapts over time.
To orient yourself, look around. See more ads, especially the competition. Continue doing analysis market and listen to your users. A personal piece of advice is to plan your content, social networks above all, to receive feedback from people.
Observe their tastes and preferences looking for associations of any kind. Don't just focus on what you sell: this will allow you to get an idea of the collective imagination and trends. Observations of this kind they will give you ideas is preferably used for communication.
Integrate data from multiple platforms
Collect data from sites, advertisements, social channels, emails, radio ads, billboards and television advertisements it is one of the most demanding challenges. To do it it takes organization. It's all there but it comes from different sources.
As a web agency we at Kilobit obviously we recommend using a customized management software. If designed properly, it can automatically insert i data from multiple platforms and help you enormously to process them.
Pay attention to privacy regulations
Regulations like the GDPR in the European Union (, here find the full text) the digital advertising landscape is constantly changing.
Knowing how to collect, store and use user data is critical to remain in order, to continue to carry out its business in an ethical and responsible manner and for avoid nasty surprises.
For any doubts or problems, ask Kilobit
Here we tried to give you one concise but exhaustive overview of everything that needs to be done to measure whether an advertisement is effective.
To take some of these steps however you need to have tools, professions and skills. We at kilobit we can assist you with any doubts you may have regarding what you have read.
Or, you can rely on us.
With our vast network of digital professionals and with ours ten years experience we can support you to create and launch effective advertising campaigns, on a small and large scale. It's up to you to decide.
Contact us and we will be your trusted partners.
