Paying for ads that don't convert is the worst.
THE LIVING WORST.
Anyone who has managed a display campaign in AdWords knows the sinking feeling of hundreds of thousands of views, coupled with shockingly low conversion rates, and no real reason why.
When there's an issue with display marketing platforms, we usually hear these kind of conversations:
"It's because our ads are appearing on all these mobile apps", says Fiona.
"No, it's because our ads suck and design didn't follow the brief", says Mary.
"What if it's our audience that's to blame, our segment must be off", says Tom.
"Maybe our conversion tracking is broken, i'll check tag manager", says Scott.
"MAYBE IT'S YOUR FACE!", yells Brenda.
In digital advertising and marketing we're never all working from the exact same definition of "conversion". In a world where CPC is king, CRO is queen, and acronym bingo is everyone's favourite hobby, spending money on an advert that didn't lead to a direct conversion isn't the easiest to justify. As the industry has continually moved towards all things digital, some of the mantras of the old Madison Avenue masters have fell all too easily by the wayside.
Just as a giant Coca-Cola billboard doesn't make everyone flock to the nearest supermarket, neither does your display ad make the viewer/website visitor instantly compelled to buy everything you have. But what it does is keep you firmly planted in their thoughts.
What's the ROI on my visitors attention?
Actually, it's not as hard to calculate this as you might think. Welcome to the world of Post-Impression/view-through tracking, your very own "what happened next?" round in the gameshow that is your display advertising. It's not as "hard" a metric as a direct conversion, but gives a far better picture of the overall health of your advertising performance. And more importantly, it gives you a clear idea if your display campaign is actually achieving it's main goal - constant awareness, that leads to site visits.
So, why track post-impression conversions?
Ok. How do I get started?
You can find this data via the Google Display Network (GDN) reporting feature (non-text only, rich media included), and can be found in multi-channel funnel reports in Google Analytics. Unfortunately, not everyone can activate GDN impression reporting. To be eligible, you'll need the following:
I don't use DoubleClick/Premium Analytics. What now?
Unfortunately, you're going to struggle to get the same level of detail and insight. However, that doesn't mean there's nothing at all you can do! If you've linked your AdWords and Analytics, you can still get impression data from campaign level, and drill down.
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