How to evaluate the effectiveness of an advertising campaign

[ashammi258]

Content
1. "Golden Queries"
2. Cost of target appeal
3. Volume of lost calls
4. Quality of employees' work
5. Deferred demand
6. Increase in the number of targeted requests from advertising
Evaluation of the effectiveness of an advertising campaign is not a whim of marketers who like to translate all their actions into KPI numbers and statistical indicators. This is a multifactorial jordan phone numbers process, the results of which allow for a direct and real impact on the cost of attracting customers, and, accordingly, the profitability of the business.

Of course, such an assessment should not be carried out sporadically, within the framework of individual advertising campaigns, but should be carried out on a systematic basis, using specialized tools that provide a complete picture of all your advertising activity and sources of customer requests. At the same time, reports with such data should have broad capabilities for detailing, which is equivalent to having resources for flexible advertising management.

In this case, you will be able to truly track the effectiveness of every ruble invested in advertising, identify weak points in business processes that cause loss of clients, and maximize the number of clients from the site within the advertising budget.

How to evaluate the effectiveness of advertising? In general, evaluating the effectiveness of an online advertising campaign involves monitoring the following parameters.

Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.

Get a consultation

1. "Golden Queries"
The most important thing in contextual advertising is to know which search queries bring in target calls. This information allows you to correctly distribute your advertising budget and increase the number of target requests from advertising several times. Such data can be obtained using dynamic call tracking technology (call tracking) coupled with the analysis of customer requests through online channels.

2. Cost of target appeal
One of the key parameters for assessing the effectiveness of advertising is the cost of a target request (in particular, a call). Targeted means a request from a client that can actually result in a deal.

Knowing this parameter, you can understand which advertising channels are relevant for you (for example, the marginality of the transaction exceeds the cost of attracting a client).

3. Volume of lost calls
According to UIS research , the average Russian company loses two out of three calls. This is due to both the inability to get through on the phone (busy or non-working phone numbers) and the quality of processing requests by managers.

Basic tools that allow you to quickly respond to the situation in case of problems with call processing are usually in the arsenal of any good Virtual PBX . These are notifications about missed calls, backup call processing scenarios and simultaneous calling to a group of operators.

For example, a large number of lost calls may indicate problems with telephony; a large number of non-targeted calls indicate low traffic quality; a large number of repeat calls indicate poor quality of the initial consultation.

4. Quality of employees' work
Timely detection of weak points in the work of managers allows to increase the conversion of requests into sales. For example, UIS can evaluate the quality of the operators' work in real time. For this purpose, the functions of "trainer", recording of conversations, viewing of chats and requests are implemented.

5. Deferred demand
In some segments, most requests do not occur immediately after the first acquaintance of clients with the site. And for an objective understanding of the quality of a particular advertising channel, it is necessary to consider not only those transitions that led to the request, but also those transitions that somehow contributed to increasing the loyalty of the visitor.

For example, an advertising channel can generate a lot of traffic with a small number of requests. And then, thanks to remarketing, visitors return to the site and call.

To track deferred demand, the analytics service you choose should be able to see all activities and a detailed history of a potential client's interaction with the site.

Don't miss the news
Enter your e-mail and receive the most interesting articles, studies and cases.
E-mail
Receive news

By clicking the button, you confirm that you agree to receive the newsletter.
6. Increase in the number of targeted requests from advertising
Visitors from different advertising sources may prefer different methods of contact. For example, visitors from social networks may prefer chatting via OMNIwidget , while visitors from contextual advertising may prefer calls. Therefore, the site should have all these tools, which also need to be analyzed.

In short, experiment with various tools for communicating with the client and use specialized services for their analytics, which have already answered the question for you of how to evaluate the effectiveness of an online advertising campaign. Perhaps now some visitors are leaving your site, not finding a preferred method of communication! And it is better to start monitoring this situation as early as possible.