In order to more accurately evaluate the effectiveness of advertising, many partners use marketing funnels when advertising, and conduct traffic/shopping guides according to different purposes. When interacting, they look at each result, when guiding traffic, they look at the cost per click, and when guiding traffic, they look at the cost per click. When looking at the purchase amount and ROAS (advertising return rate).
These are all great indicators, but I look at two more things:
CTR (click-through rate)
CPA (cost per acquisition)
When optimizing advertising, we need to improve results. There are many challenges from the advertising end to the website end, especially the website end. Whether it is event planning/visual/website movement/cash flow/logistics/after-sales, if you want to optimize performance, Most website elements are usually not easy to change. The simplest way is to start by optimizing advertising traffic . Let’s review the simple turnover formula: [Traffic * Conversion rate * Average customer price = turnover].
*Extended reading: 6 optimization points and suggestions to improve the conversion rate of mobile website
The CPM of advertising traffic is related to the state of market bahrain phone number data competition. Of course, you can also try to expand the target group, break away from the original setting, and observe which other groups have potential and the CPM may be very low. Improving CTR can benefit from the existing ones. The status gets more traffic, and the image materials/copywriting here are usually easier to process. It is definitely beneficial to do more A/B testing here.
*Extended reading: Competitive strategies in times of high advertising costs
The evaluation of CPA is mainly to set up a firewall to stop advertising losses. The original value of advertising is the expected profit rather than the expected loss. If the CPA is too high every time, excessive advertising may lead to excessive marketing expenses and difficulties in operation. We Usually the range is extended to "month/quarter" for evaluation. If it is a large-budget situation, it is recommended to simultaneously observe the "number of non-repeated contacts" in a short period. The advantage of this is that it can avoid errors in judgment caused by insufficient measurement. Unless there is a special strategic purpose (such as reaching a large number of customers in a short period of time), CPA should be regarded as the bottom line of advertising.