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There are several metrics available to see if your display campaign is successful or not. These include:
Viewable CPM is one I want to call out, because this ensures you’re only paying when your ad is ideally visible to the audience. You’re not paying for it to be served below the fold.
Other metrics I want to call out are post-impression conversions. These are when someone sees your ad but doesn’t buy through a click but buys maybe through another channel at a later date.
Reach and frequency is very important for display activities. This is important for any kind of branding or awareness activity. These are the types of metrics that we tend to report and display on. You’ll notice they’re quite different from the search metrics, which would be around conversions and sales and stuff. This is more about reach frequency and what might have happened after someone saw the ad with that post-impression conversion data rather than last-click conversion data.Back to Top
Cathal Melinn is a digital strategist, lecturer, and trainer. He has over 15 years’ experience in eCommerce, social media, affiliate marketing, data analytics, and all things digital. He worked at Yahoo! Search in 2005 as a Senior Search Strategist for the UK Financial Services vertical. He moved to the world of agency in 2010 as Head of Search and Online Media. Cathal’s previous clients include Apple, Vodafone, Expedia, Virgin, Universal Music Group, Amazon, Compare the Market, and HSBC.
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ABOUT THIS DIGITAL MARKETING MODULE
This module introduces the key concepts involved in display advertising. It covers the advantages of different types of display platforms and demonstrates how to set up a display advertising campaign. It also explores the key considerations for targeting and bidding in a display advertising campaign, and how to report on and optimize campaign performance.