Digital Marketing - Study Notes:
Display advertising campaign metrics
There are some specific metrics associated with display advertising campaigns. These include:
- Impressions: An impression is counted each time your display or video ad is served or shown to your target audience.
- Clicks: A click is counted every time someone clicks on your display or video ad.
- Views: This metric measures the number of full views of a video ad.
- Clickthrough Rate (or CTR): This is the percentage of people who were shown your display or video ad and then clicked it.
- View Rate: View rate measures the percentage of people who were served your video ad and watched it all the way through.
- Cost per Click (or CPC): This metric measures the cost of a click on your display or video ad.
- Cost per View (or CPV): CPV measures how much you pay for a full view of your video ad. You will be charged different amounts relating to how much of the video people view before skipping.
- Viewable CPM (or vCPM): This is the cost per thousand impressions charged when 50% of an ad shows on screen for more than one second.
- View-through Conversions: A conversion is recorded when a user is served your ad but does not click it, and then later converts through another channel such as organic search, PPC, email and so on.
Reach and frequency
Reach is the measure of how many people have seen your ad and frequency is the measure of how often they saw it. You can find these measurements in your reach and frequency reports.
These metrics are available from premium buys, and from social media campaigns where Facebook, Twitter, and other platforms can estimate the number of people who were logged in at a particular time and saw your ad. They’re also available on the Google Display Network and YouTube, to mention but a few.
Be sure to check the reach and frequency metrics from all your display buys to see the potential number of people who could be aware of your ad and how often they might have seen it.
Reach vs. frequency vs. impressions
It's important that you don’t confuse impressions with reach and frequency. Reach refers to the number of unique people who saw your ad, frequency is an estimation of how many times they saw it, while an impression is when an ad is served. So, you could have 100 impressions, which reached 10 unique people, who saw your ad 10 times each. These terms are related but different.
Back to TopBrooke Hess
Digital Marketing Strategist and VP of Paid Media (NP Digital)
Brooke Hess is a highly skilled and passionate digital marketer with an extensive background in the paid media space. While leading a team of Directors across strategy, paid social, paid search, and programmatic media, Brooke oversees paid media strategy for priority clients and develops effective strategies for new clients. Brooke is also recognized as a high achiever in providing effective educational opportunities for paid media professionals to ensure they get the most from their paid media strategies.
Neil Patel
Neil Patel is the co-founder of NP Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
