Quite often when I sit to discuss analytics with CEOs and top management they struggle to understand the relationship between how many impressions on a display/search campaign are good vs. how many clicks the campaign should generate to the website. There are many answers to this question depending on what the goals are; what the footprint is, and what the budget it, how many conversions are needed to make a profit, what should the ROI be?
Most marketers would like to ask a host of questions before they suggest what a good Click Thru Rate is (CTR). What are the keywords? How much is the company spending on search? What is the radius of the geographical area that company is advertising in? There could be many more questions to ask, but the general answer is the national average CTR for search is about 1.9% and for display the CTR is about .35% depending on the industry.
If you can achieve numbers above the national CTR average, then your campaign is going a pretty good job. There are several factors that can impact any digital marketing campaign. The variables are so vast that partnering with an expert is suggested for the best outcome.
“Because Google changes the rules of marketing online so often, it is impossible for the average person to really execute an optimized SEO/SEM, display campaign with a high degree of success,” said Brad Bowling, a digital marketing manager.
What is the bottom line on what a company should look for? The goal is to drive traffic to the website. Conversions are the key to any search or display campaign. Each company will have to determine what they need, monthly, from their campaigns to be happy.
“When we consult, we will determine what revenue needs to be generated each month and reverse engineer their marketing campaigns to get the desired result,” continued Brad Bowling.
If a company is looking for a certain number of sales a month, based on that number the marketer should budget for a certain number of impressions, to get a certain number of clicks, to generate a certain number of conversions. This should create the revenue that the company wants and ease the process of understanding the relationship between impressions vs clicks.
For any company looking to drive revenue to their website Brad Bowling offers free marketing sessions for those who would like to forecast business income month to month. Digital marketing can be a great asset to companies looking for a net/new audience every month. Brad Bowling can be reached at 440-796-5763.
