Impression tracking isn’t just about counting how many people click on your ad; it’s about finding out why they didn’t, so you can adjust your strategy accordingly and increase the likelihood of future success. Below are five surprising ways that impression tracking can improve your digital marketing strategy in the process.
1. How many impressions does my campaign have?
While impressions may not directly affect your bottom line, they can play a key role in identifying trends and gauging performance. So, how many impressions does your campaign have?
If you’re not tracking impression statistics yet, there are five surprising ways that knowing these figures could improve your overall digital marketing strategy. For example: If you discover that one of your keywords is yielding low impressions but high click-through rates, then it might be time to increase bids on that keyword.
2. Display advertising impression tracking has a broad range of uses
From budgeting and ad optimization to counting conversions and monitoring paid social campaigns.
The impression or view, as we like to call it is essential to understanding and managing digital marketing efforts. But, have you ever stopped to think about how impressions impact your digital strategy?
Here are five surprising ways impression tracking can improve your digital marketing performance
3. Impressions Aren’t Everything
First and foremost, it’s important to understand that while impressions are a critical metric in digital marketing, they aren’t everything. A lot of people think that impressions are actually page views, but these two metrics couldn’t be more different.
Impressions happen when an ad is served and a user could see or just not see it. Page views measure whether a user clicked on an ad or not.
Since clicks are much more valuable than impressions, you should absolutely avoid any attempts to increase your impression count at all costs; your quality score will thank you for it later on down the line.
4. Automated Impression Tracking Can Be Costly
The popularity of impression tracking has risen in recent years, with high-quality tools like Google Analytics, Visual Website Optimizer, and Crazy Egg making it easy to count your impressions accurately.
Automated impression tracking can be helpful in a number of ways. For example, knowing how many people are actually seeing your ad is a great way to determine whether your marketing dollars are well spent.
Without automated impression tracking, you would need to manually compare eCPMs and CTRs across networks and ad groups which may not even be possible if you’re running different types of ads on each network.
5. Differentiating Between Digital And Direct Response Advertising
When someone takes action places an order, clicks a link, or picks up a phone you know they’re interested in your product or service.
But with digital advertising, you don’t have that confirmation. You can see how many times people clicked on your display ad (or its associated landing page), but you won’t know which ones made a purchase unless they gave you their email address in exchange for an offer.
Direct response advertising is when you make an offer to viewers of your ads and ask them to take some sort of action in return.
With digital advertising, that might be signing up for an email newsletter or downloading a white paper; in direct response TV ads it could be filling out a form to learn more about a product.