How can you measure the success of display ad bidding?

Before CTR you will want to know your impression count and the Cost Per Mille CPM (1,000 impressions). CPM is the most basic and useful tool in advertising analytics. Use CPM to compare advertising costs across ad networks and media types. Learning average CPMs will let you compare email marketing campaign costs to banner ads to YouTube ads.

Quantifying display bidding ROI takes scrutinizing metrics like an accountant examining company financials. Break down performance by individual investments. Attribute each to customer actions taken - impressions, site visits, and purchases. Compare cost versus value delivered across campaigns. With meticulous yet strategic analysis you accurately pay only for high-return activities. Now grab that calculator - let's optimize these numbers! ??

CTR's can be a great tool to measure the performance of an ad, but it comes with some caviats. It is very important to understand that not all placements are equal, meaning some can be a bit more forceful to the user, meaning that CTR analysis should always be looked and compared with bounce rates in mind as they can give a better understading of the intent behind the click

It's also important to have in mind the role an impression has played in the purchasing path. Someone may have seen your advert, not clicked through but later purchased. Attribution modelling therefore will give you a more holistic view of the success of any given campaign.

CPC is a great KPI that can be helpful when trying to understand the full picture behind the media spend. It's a metric that can help to further calculate more important KPI's once know - for example if you know your CPC and you already have some data about the CVR, then it's easy to plan for future spend and analyze existing data

Conversion rate is usually the most talked about metric for all marketers, and yes it's important how well you turn clicks into actions - like purchase. Increasing a landing page's CVR is probably the most cost effective and profitable way of increasing you ROI / ROAS

Depending on your offering, platform used and type of campaign you create, conversion rates will differ. You should therefore be careful how you measure a success of any given campaign. For example, a remarketing campaign used to target those who have already engaged with your brand and have shown an interest is more likely to generate a better conversion rate compared to people who are new to your brand and interested. You don't want to cut off those at the top of the funnel as it could have a negative impact on the growth of the business in the future.

Cost per Action is a metric that can be applied to any perticular user journey you may need. CPA could be about purchase, it could be about a lead, at the end of the your CPA should be your end goal, therefore the less you spend to reach the desired end goal, the more profitable your ad spend will be

This is a metric, that is actually really imporatant once you get going with your campaings. This is the metric that can help you understand what percentage of the potential query searches for the targeted keywords you are covering with ads at the moment. It is a great tool to understand potentially how much more you can spend in a campaign, which really helps once you know what keywords you need to target and have a well converting and profitable user journey

Viewability Metrics! This refers to the percentage of ad impressions that are actually seen by real users. For a display ad to be considered viewable, at least 50% of the ad's pixels need to be visible on the screen for a minimum of one second. Viewability is important for measuring ad success because: It helps determine if an ad is getting meaningful exposure beyond just being served. Higher viewability rates mean your ads are less likely to go to waste. Viewability data can identify poor-performing ad placements. Ads served in never-scrolled sidebars may get impressions but low viewability. Viewability metrics help prevent ad fraud

Additionally consider programmatic advertising DSPs like DV360, AdRoll, Taboola, and etc. These platforms would allow you to get the most out of your display advertising budget. However, not all of these platforms offer comprehensive metrics like impression share, cost-per-action etc.

Each metric covered in this article gives you part of the picture to understanding the success of your campaign and I suggest you factor each one to better understand how your campaigns have performed. Each company will also have their own definition of what success looks like. Some brands who are aggressive and keen to grow in their market might have impression share as a key metric to follow. Others might want to prioritise CPA ensuring they run profitable campaigns. Some companies will benefit from greater profit margins and have a higher LTV on their customers to others which will also impact what metric is most important to what they are trying to achieve.