Graphics Reference
In-Depth Information
future projects. You will receive information relating to how many
times the ad was viewed, how many viewers clicked on it, and
whether or not the ad ended up helping your client make a profit
on their advertising dollars. All of this information is available in
the same ad-server tools that were used to launch your banners.
It
s the reason you entered all of the details about the media plan
in step one of the previous section, and because of the tracking,
youwillbeabletoshowyourclienttheirreturnoninvestment
(ROI) in regards to a particular campaign.
'
TIP
When you sit down to figure out the ROI for a direct marketing campaign,
keep in mind that the number of sales for the particular product or
service may be skewed. This is due to a gray area that lies in between the
direct marketing approach and the brand awareness approach. The most
likely course of customer action that would fall into this gray area would
be if they viewed your ad for a product and then later drove to the store
to purchase (as opposed to buying online). Because the in-store purchase
cannot be directly tied to the banner view, the sale cannot be figured in
with the ROI.
Impressions, Interactions, Clicks, and More
People often get the terms impressions, interactions, and clicks
confused with one another the first few times they hear them. I
ll
go ahead and admit now that when I first came into the advertising
field, I wasn
'
t 100% sure if I was using each term correctly when I
spoke of them. However, I
'
m happy to say that I quickly caught on
and can now confidently pass the information on.
When the tag that was explained in the previous section is
called, your banner is shown and an impression is counted. Also
mentioned earlier in this chapter is the fact that the number of
times your ad will be shown is predetermined by the amount of
impressions that have been purchased in the media plan.
Interactions and clicks can be very easily mixed up just by look-
ing at the words themselves. The difference between the two is that
when an interaction is counted, it means that someone interacted
with something in the banner, but didn
'
'
t actually visit the landing
page. Interactions can be anything from rolling over a certain item
in the banner to scrolling through images in the banner. A click
is different because when a click is tracked, it means someone
literally clicked on the banner and was taken to the promoted Web
site.
Because you now have the numbers on hand for how many
times your ad was shown (impressions) and the number of times
someone clicked on the ad to visit thelandingpage(clicks),you
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