10 things every leader should know about online advertising

Alina Apetrei, 22 Jan 2010

Romanian version

What does a cliché sound like? Online advertising makes it easier for advertisers to monitor the success of their marketing campaigns. More specific, in the online environment, the investment and the results it produces are very easy to track. Wall-Street lays down a set of guidelines for business leaders about the online advertising.

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Lesson 6: How to measure ad campaign effectiveness?

The metrics used in assessing an ad campaign effectiveness can be an overwhelming task for a marketing person used to relative metrics used in TV, print or outdoor advertising, says Adrian Mihaltianu (photo), adding that marketers should not consider CTR as a defining metric.

“For example, what percentage of my target segment have I reached compared to the resources I’ve allocated? If I have been smart enough to focus my campaign on lead gathering, how many have I managed to gather so far and how many have been reflected in the sales volume? And then it is essential to identify the impact each channel used in online ad campaign has had”, said Mihaltianu.

Measuring an ad campaign effectiveness is different from one company to another and is focused on a different set of objectives. For a brand awareness campaign, a marketer can track the number of impressions, or the time users spent on the website.

For sales increase, all stages leading towards sales growth must be measured: impressions – portfolio – sales. What’s important in both cases is to make return comparisons for ad spending, namely an assessment of investment efficiency centered upon objectives, formats and results, Mugur Patrascu added.

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