You will surely have carried out advertising campaigns in your company. In one way or another: to promote a new launch, to make yourself known to more people, to increase your sales … but do you know how effective they have been?
One of the advantages of running an advertising campaign online, or online, is that you can measure the results. In fact, online advertising has become one of the very attractive tools for businesses due to its cost-benefit ratio and its ability to deliver concrete and tangible results.
Since the tools to carry out this type of campaign allow you to segment, monitoring results is relatively easy to do. Thus, you will be able to adjust your ads in real time after measuring their behavior; You will know which ones work better and which ones you should eliminate to optimize the money you have invested.
Thus, measuring the results of your advertising campaigns has two fundamental purposes: first, it allows you to optimize your budget and allocate it to the strategies of your campaign that generate the most and results, and, secondly, it allows you to obtain the highest profitability from your investment.
If so far you have not verified the results of the time and money you have invested, most likely you are wasting a large portion of your resources. Here are the main indicators that you should take into account when measuring the performance of your advertising campaigns.
Indicators of an advertising campaign
- CTR (Click-through-rate)
- CPC (Cost per click)
- Conversion rate
- Cost per customer acquisition (CAC)
Reach refers to the number of people you’ve reached with your ad, regardless of whether or not they clicked on it. If your strategy is to publicize your business, the scope is an indicator that allows you to determine if this strategy to increase visibility is being effective or not.
Here it is usual to analyze the number of impressions, the cost per impression, the unique users reached, the average frequency of reach and if there is any type of duplication of audiences in your segmentation.
2. CTR (Click-through-rate)
CTR refers to the number of people who clicked out of the number of people you reached with your ad. Thus, the higher your CTR, the better, as it means that your ad is attractive to the audience segment you intend to reach.
The CTR formula would be: # of clicks / total reach
3. Cost per click
As its name implies, this indicator refers to the cost incurred each time a user clicks on your ad. Thus, the cost is obtained after dividing the budget you allocated for your campaign by the total number of unique clicks you achieved.
4. Conversion rate
The conversion rate helps you measure those people who reached the destination of your ad and took the action that was requested. For example, let’s say you were advertising a landing page, which has a registration form for a webinar that you will be hosting soon. The conversions from your ad will then be those people who clicked on the ad on your landing page, reached the landing page, filled out the form and registered for your webinar.
The total of confirmed registrations divided by the number of clicks your ad got gives you the conversion rate.
5. Cost per customer acquisition (CAC)
This metric is obtained after dividing your initial budget by the number of people who, to continue with the previous example, registered for your webinar. In this way you will be able to know what each person who has reserved their site has cost you.
The CAC is a rate used to determine the average cost of investment to get a potential user or customer to become a customer. This measurement can be done with the periodicity that best suits your strategy.
Thus, with these 5 indicators or metrics you will be able to evaluate and know which campaign or ad is yielding the best returns for your business. How many of your visits have been converted into leads and which into customers.
How to measure the impact of your advertising campaigns?
The impact of your advertising campaigns is measured based on the objectives of the campaign and its contribution to the strategy you have in mind. So, what you should first take into account is the objective you are looking to achieve: do you want to get traffic to your website? Do you want to increase conversions? Do you want to acquire more followers on your social media profiles?
Once you have determined the objective, the above metrics will allow you to determine the contribution of your advertising campaigns: what percentage of the traffic to your website comes from advertising campaigns? How many leads from your advertising campaigns entered your sales pipeline? How many new followers on your social networks come from paid campaigns?
How to measure your advertising campaigns with HubSpot?
HubSpot’s ad campaign creation and measurement software lets you use CRM data to create ads and manage your ad campaigns in a personalized way. The data then gives you the ability to create reports on which ads are converting your prospects into customers. Starts with:
1. Create advertising for the most valuable audiences of your company
So you can segment your audience in detail and create completely personalized ads with features such as optimization events, campaign management and audiences that share similar aspects.
Additionally, you can create personalized lists for each stage of the visitor’s journey based on the information you have in your CRM. Use this data and web analytics as the basis for your advertising campaigns to support the achievement of your goals.
A more specific segmentation will allow you to create more relevant content, much more useful customer experiences and a better return on your advertising investment.
2. Generate reports on the real ROI of your advertising with total precision
As you know, clicks are not synonymous with income. That’s why HubSpot’s advertising software transcends traditional advertising metrics and gives you the ability to create real reports on leads and ROI generated by your Facebook, Instagram, LinkedIn or Google campaigns.
Using attribution reports, you can see how your ads are performing at different stages of the buyer’s journey. Thus, you can align your advertising campaigns with the rest of your marketing campaigns.
3. Automate lead tracking
HubSpot’s ad campaign tracking software gives you the opportunity to automatically assign leads to the right people at the right time thanks to workflows, dynamic audiences, and lead synchronization.
You will be able to manage the leads you generate on a large scale without having to add contacts to your lists or assign them to someone on your sales team manually. Thanks to the ad sequence generator you will be able to create campaigns based on the buyer’s journey for your audiences at each stage.
Besides HubSpot, there are other tools that can help you measure the performance of your ad campaigns:
5 tools to measure your advertising campaigns
- Google analytics
- Sprout Social
1. Google Analytics
Google Analytics is one of the most complete tools that you can use to measure, not only the results of your advertising campaigns, but several things within your marketing strategies. You will be able to measure the performance of your website by showing you how many visitors you have in real time per hour, per day, per week, among others. In addition, you will know from which city or country they visit you, the portion of traffic that comes from your advertising ads, the performance of your ads and the analysis of social networks.
Kissmestrics gives you the opportunity to track your website users and, at the same time, provides you with data about purchases, the URLs they visit, where they come from, the articles they are interested in, which ad brought them to your site, which banners catch their attention and where they click on your website.
3. Sprout Social
Sprout Social is the perfect tool for community managers, as it is used both to manage social media profiles, and to measure the number of interactions, clicks on the ads you published, reactions, among others.
AdEspresso allows you, specifically, to analyze the profitability of your paid ads on Facebook Ads for free.
AgoraPulse is one of the most complete tools when it comes to tracking your advertising campaigns. Thanks to its ability to schedule publications, create private messages and access all kinds of information about your users, it becomes a very powerful tool. Its application called Agora Plus Barometer gives you the opportunity to compare your metrics with those of other websites. Thus, you will be able to know how your company compares based on the fans reached, the engagement, the negative feedback, the organic reach, the CTR, among others.
The success of your advertising campaigns depends on the objectives you are trying to achieve. Metrics alone don’t tell you anything if you don’t have a clear goal to determine if the results you’re getting are in line with your expectations and your overall marketing strategy.
Now that you know this, go ahead and create personalized advertisements using your CRM data. In this way, you will know if those results are truly translating into leads and customers.