The Most Important Key Performance Indicators In Digital Marketing
Introduction
In last month’s Vortex Marketing blog post, we discussed how to increase brand awareness for small businesses. Today, we are going to showcase five key performance indicators (KPIs) that can be used to measure and analyze the success of your brand awareness campaigns.
It is essential to measure your marketing efforts to identify what is working well and what needs to be improved upon. Marketing is very intentional, strategic, and analytical. When a business can effectively allocate its resources towards marketing efforts that are known to be effective and avoid less effective tactics, it saves time and money, leading to a better ROI overall.
Let’s discuss the top 5 KPIs to measure a successful marketing campaign.
Impressions
Impressions are how many eyes notice your marketing campaign, or brand. For example, if you purchase a billboard ad to increase local awareness, impressions would be how many cars drive by that billboard daily.
Although impressions do not automatically lead to purchases, they are necessary for getting the public familiar with your brand and raising the overall awareness level of your business.
Click-through rate
Click-through rate, or CTR, is the number of clicks your digital ad or campaign receives divided by the number of impressions. This metric is useful for understanding whether your ad, listing or CTA successfully receives clicks compared to how many people are seeing it.
The benchmark for a good CTR depends on the type of campaign you are running. According to MailChimp, the average CTOR (click-to-open rate) for an email campaign across all industries is around 2.62%, with some industries being higher and some lower. Check out this blog for 5 actionable steps to increasing CTR for email campaigns! The average CTR for a Google search ad across all industries is 1.91%, and the display ad is 0.35%, <