{"id":23032,"date":"2021-02-17T16:13:45","date_gmt":"2021-02-17T15:13:45","guid":{"rendered":"https:\/\/selectivv.com\/?p=23032"},"modified":"2022-01-14T13:01:42","modified_gmt":"2022-01-14T12:01:42","slug":"efektywnosc-kampanii-reklamowych-ctr","status":"publish","type":"post","link":"https:\/\/selectivv.com\/en\/campaign-effectiveness-and-ctr\/","title":{"rendered":"Campaign effectiveness and CTR"},"content":{"rendered":"<p>How to measure the effectiveness of online campaigns? Which KPI is the best to choose? Is CTR a good indicator and will it inform us about the effectiveness of our activities? All marketers often ask themselves these questions. In this and the following posts, we will try to present our view on measuring the effectiveness of advertising campaigns.<\/p>\n\n\n\n<p><strong>In this post you will learn about:<\/strong><\/p>\n\n\n\n<ul><li><a href=\"#kotwica1\">What is a CTR indicator?<\/a><\/li><li><a href=\"#kotwica2\">What are the other metrics of a campaign?<\/a><\/li><li><a href=\"#kotwica3\">What should you consider when choosing metrics?<\/a><\/li><\/ul>\n\n\n\n<h2 id=\"kotwica1\"><strong>Click-Through Rate indicator<\/strong><\/h2>\n\n\n\n<p>What's a CTR? Click-Through Rate is the percentage of people who clicked on the ad in relation to people who saw it. It is expressed as a percentage. As a rule, the higher the CTR value, the greater the campaign performance.&nbsp;<\/p>\n\n\n\n<p>CTR looks different depending on the position of the ad on the page, the degree of its visibility, or the ad format itself, among others. For example, bad placement of an advertisement on the website may result in its lack of visibility, and thus - no clickability.<\/p>\n\n\n\n<p>There are also discrepancies between the results on desktop and mobile. Better performance can be noticed in mobile, where most banners achieve a result of over 0.5%. We write more about it in <a href=\"http:\/\/nowymarketing.pl\/a\/31010,performance-marketing-jak-mierzyc-skutecznosc-kampanii-efektywnosciowych-i-dlaczego-nie-poprzez-ctr\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">the article on the Nowy Marketing portal.<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image size-large img-not-squished\"><img decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/selectivv.com\/wp-content\/uploads\/2021\/02\/CTR-1st-eng-scaled.jpg\" alt=\"Is CTR a good measure of the campaign?\" class=\"wp-image-23033\" title=\"\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>Is CTR a good measure of the campaign?<\/figcaption><\/figure>\n\n\n\n<h2 id=\"kotwica2\"><strong>CTR and other campaign indicators<\/strong><\/h2>\n\n\n\n<p>As we mentioned before, CTR can be one of them, but some inconsistency and ambiguity in the results suggest not to choose it as the main measure. Another good supporting metric is ad viewability. Even the best creations do not bring the intended success if the banner is invisible on the website.<\/p>\n\n\n\n<p>We can also use the viewability time measure of ads. It will give us a more complete picture of our campaign. The standard adopted by the IAB was and still is the MRC (Media Rating Council) standard, which considered the display to be visible if at least 50% of pixels remained in the visible area of \u200b\u200bthe browser window for at least 1 second in the case of graphic advertising. In the case of a video advertisement, this time is 2 seconds*.<sup>1<\/sup>.<\/p>\n\n\n\n<p>The listed metrics can be considered as supportive ones. So, what should you choose as a KPI?<\/p>\n\n\n\n<h2 id=\"kotwica3\"><strong>The measure of success<\/strong><\/h2>\n\n\n\n<p>The success of a campaign depends primarily on the degree of achievement of its end goal. In the case of efficiency activities, these can be leads, sales, event registration, etc. In our other post, you can read about <a href=\"https:\/\/selectivv.com\/en\/kpi-for-your-campaign-how-to-choose-the-right-one\/\">choosing a KPI for your campaign<\/a>. On the other hand, in the case of image campaigns, the extent to which the advertisement reaches our target group will be important. It is worth paying special attention to the supporting indicators mentioned above.<\/p>\n\n\n\n<p>Soon, more entries on online advertising campaigns will appear on our blog. Make sure you don't miss them by subscribing to our newsletter.<\/p>\n\n\n\n<p><sup>1<\/sup><a href=\"https:\/\/www.iab.org.pl\/wp-content\/uploads\/2020\/08\/Dobre-Praktyki-Viewability-IAB-Polska-2020.pdf\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"> <em>Viewability. Dobre Praktyki<\/em>, IAB Polska, Lipiec 2020, dost\u0119p: 17.02.21<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Is CTR an appropriate measure of advertising campaigns? In this and in the following posts, we will introduce you to our view of the measures of the campaign.<\/p>","protected":false},"author":6,"featured_media":23033,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[683],"tags":[925],"acf":[],"_links":{"self":[{"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/posts\/23032"}],"collection":[{"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/comments?post=23032"}],"version-history":[{"count":6,"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/posts\/23032\/revisions"}],"predecessor-version":[{"id":25099,"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/posts\/23032\/revisions\/25099"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/media\/23033"}],"wp:attachment":[{"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/media?parent=23032"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/categories?post=23032"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/tags?post=23032"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}