Question

You have been asked to give a presentation to your co-workers in the digital marketing department at your current employer on what factors should be considered in assessing the effectiveness of your firm’s search and display ads more accurately. Choose any two of the five issues related to measuring the effectiveness of search and display ad that are discussed in the Digital Marketing reading and briefly outline what you will tell your co-workers.

Answer 1

Five metrics for measuring the effectiveness of Display Ads are:

1. Impressions
2. Click-Through Rate
3. Viewers
4. Conversions/Return on Investment (ROI)
5. Returning visitors

I will speak on item 1 and item 4 using the following outlines:

Item 1:

• Unfilled Impressions
• Fluctuating Impressions
• How ad impressions are measured by Google

Item 2:

• How to calculate Conversions/ROI on Display ADs
• Conversion Tracking
• Improving Conversion and ROI on Display ADs

Cheers!