Whether you’ve been running a digital advertising campaign with us for a long time, or are just curious about what to expect, we’ve broken down the top five questions we get asked about our campaigns.
Why Don’t I See My Digital Ads When I'm Surfing the Internet?
The probability of seeing your ad “live” is very slim. Even if you type in keywords we are utilizing or try to get retargeted, the likelihood of crossing paths with your ad is minimal. There are millions of impressions available on the internet. Your campaign only makes up a small percentage of those impressions.
Subsequently, we do not bid on every impression or win every impression we do bid on. However, we will give you a detailed monthly report that will show the success of your campaigns. We want your ads to be seen by the right people, at the right time. We optimize continuously to get the most out of our efforts.
How Many Clicks Will My Ads Get?
The national average click-through-rate (CTR) is .07%, meaning for every 100,000 impressions, there should be 70 clicks. This is not always the case, and can vary across different industries, placements and platforms.
We also track view-throughs. This means we can track the number of people to come to your website after seeing your ad – even if they never clicked on it! Using the same tracking code, we can also show you how many users converted (filled out a form, subscribed to a newsletter, etc.) after seeing your ads.
How Many of the People Who Click Will Convert Into Leads or Sales?
To figure out how many people will convert, you need to know your website’s average conversion rate. In other words, of the people that typically visit to your website, how many of them take the action you want them to take? If you know this percentage, multiply it by the number of clicks your ad is generating.
Example: If you are running 300,000 impressions you should expect at least 210 people will click on the ad (that is using the national standard of .07% from above). If you typically convert 5% of the visitors from your website, that would be 210 x 5% which means 10 conversions will be expected.
We also use retargeting to bring people back to your website if they do not convert the first time. According to a recent study, people who see retargeted ads are more than 70% more likely to convert.
We know what your thinking – can’t retargeting be annoying? The answer is yes, it can be! That’s why we use frequency caps and conversion tags so your customers won’t feel like we are stalking them.
Why is Driving Traffic to My Website So Important?
Traffic to your website helps your improve your Search Engine Optimization (SEO). Google uses data such as traffic to your website, page speed, search intent, backlinks and more to help determine your raking in the search results page (SERP).
Our SEO Campaigns cover everything from keyword research, redeveloping the website, creating incoming links, submitting to search engines, optimizing for voice searches and more.
We even include our Online Reputation Management platform where you can monitor what is said about your business online.
Why Do You Require a Minimum Number of Impressions?
Digital ads, to work effectively, need frequency because the effects are cumulative. You need time for retargeting to kick in, conversions to be tracked and time to optimize. According to PPC Protect, we see about 6,000-10,000 ads per day and according to SJ Insights, only 3% of those impressions make an impact. You need a high frequency to break through all the noise.
Our expert marketing consultants at Manning Media can help answer any additional questions about the best practices for radio and digital that will get your business the attention it deserves. Contact us today to learn more!