Digital advertising is now the mainstream marketing platform in businesses these days. It’s projected to take over the marketing industry and has become an essential part of any business’ marketing strategy.
The advent of the internet paved the way for digital advertising to rise. Most of the world’s population now relies more on technology. To adapt to this evolution, businesses started to put up websites. Thus, digital advertising became essential.
There are six main types of digital advertising. These are; Search Engine Marketing (SEM), content, email, Search Engine Optimization (SEO), Pay-per-click (PPC), and social media.
Some of these are used to mainly advertise a brand online while the rest serves as a complement. Each type of digital advertising can work harmoniously together while some will not. Read the rest of our post to fully understand each type of digital advertising and to know how to measure its success.
Search Engine Optimization (SEO)
This type of digital advertising is best for optimizing your brand on search engines particularly Google. SEO, in a nutshell, powers your brand to position it on the first page of search engine results. It’s not as easy as it seems since there are thousands of other business websites with this common goal.
However, it’s not just the ranking that solely determines your SEO success. You need to check the three main KPIs; rankings, traffic, and conversion.
These are the tools essential to measure the success of your SEO efforts:
- Google AdWords Keywords Tool
- Google Analytics
- Google Webmaster Tools
- Google YouTube Keyword Tool
- Google Suggest
- WebSite Auditor
Unlike SEO, this one helps your website get to the top of search engine results through every clicked paid advertisements. The total ad cost depends on the cost-per-click or CPC which is determined through its score quality and the keyword competition use. PPC is a quick fix to catapult your website to the first page of the search engine result. It’s mainly utilized seasonally when you want to offer a good deal for better revenue.
Here are the 10 most important KPIs that will measure the success of your PPC campaign.
- Click-Through Rate
- Quality Score
- Cost Per Conversion
- Search Impression Share
- Bounce Rate
- Conversion Rate
- Impressions and Clicks
- Account Activity
- Ad Text Optimization
- Mobile Advertising
- Wasted Spend
- Keyword and Landing Page Optimization
Search Engine Marketing (SEM)
Your PPC and SEO efforts are both covered by SEM. It’s given that drawing traffic to your website is difficult, that is why SEM uses both paid and unpaid strategies in SEO and PPC.
Here are the metrics or KPIs that measure your SEM’s overall success:
- Maximum Cost-Per-Click (CPC)
- Click-Through Rate (CTR)
- Quality Score
- Conversion Rate
Each metric mentioned above has its calculations to measure the success of your SEM efforts. Each has varying results and factors that will provide you crucial data that determines your strengths and weaknesses.
This type of digital advertising is mainly focused on creating valuable content. It aims to improve the overall customer experience of your brand.
A reputable brand actively contributes good-quality content be it a blog article, videos, infographics, or images. Content marketing does not directly sell a brand’s products or services to people. Instead, its strategy is creating informative and entertaining content relevant to the brand.
There are five important metrics or KPIs that determine the success of your content marketing. These are:
To measure the success of your content advertising, you need the following tools; Google Analytics, Socialbakers, Chartbeat, Social Mention, and SumAll.
Email campaigns are done by sending newsletters, standard promotions, cart abandonment notifications, post-purchase drip, seasonal promotions, welcome emails, and blogs. Email marketing is an effective way to reach more people and interact with them through the content of your email.
Although email marketing is only limited to people who signed up on your website, you will be sure your target market is interested in your brand.
To measure your email marketing success, you need to determine the conversion rate, Return on investment (ROI), customer lifetime value (CLV), and the cost per acquisition.
Businesses have utilized and benefited from social media marketing in various ways. You can use your social media accounts to advertise and promote your products or services and increase engagement with your audience. The ultimate goal of social media advertising is to convert your followers into paying customers.
There are five key metrics or KPIs that measure the success of your social media advertising. These are volume, reach, engagement, influence, and share of voice.
You can select your preferred metrics and track them regularly. There are various formulas and tools you can use online to measure its performance. You can do it weekly or monthly. These metrics will help you understand further how your social media advertising performs.
Measuring the performance of each of these digital advertising campaigns is critical. Above all, you will gain an upper hand over your competitors. With this post, we’re very optimistic that you will formulate a better digital advertising plan, goals, and efforts.