Clicks: You need to get people on

[hasanhossain]

Direct response campaigns are typically trackable. That is, when someone responds, you know which advert and which medium was responsible for generating the response. This is in direct contrast to brand marketing, where no one will ever know what advert compelled you to buy a can of Coca-Cola. Since direct response campaigns are mea germany phone number list surable, you know which adverts are being responded to, how many sales you’ve received from each advert, and exactly how effective each advert is. You then drop or change adverts that are not giving you an ROI.

A good example of a direct response advertiser is the online travel agent Booking.com. Booking.com is concerned with getting you the best deals – and less concerned with building brand image. When it comes to direct response campaigns, some of the metrics you should be optimizing your campaign for are:




to your site. For brand activity it’s fine to rack up impressions, but for direct response you need to turn those into clicks.
Click-through rate (CTR): This is the measure of your clicks divided by impressions. To achieve strong CTR, adverts need to be targeted to specific demographics and the advert creative needs to be tailored accordingly.
Sales: You want users to proceed from clicking on your site to making a purchase. Other online actions that can be counted as ‘hard leads’ and may be important to advertisers include things like online test drive confirmations for a car brand and online reservations for a restaurant.
Conversion rate: You want to turn the traffic you drive to your website into sales. The best way to measure this is through conversion rate. By filtering out irrelevant traffic – and ensuring that only users likely to convert click o