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MKTG 349 Week 2- The Benefits of Trackable Advertising

During your daily commute, a billboard for Nike appears on the route. Viewing the advertisement probably won’t result in purchasing sneakers from Nike. Billboards and other forms of traditional advertising can be difficult to track return on investment (ROI). Online advertising provides trackable data to improve campaign effectiveness.



The metrics in digital advertising provide data and measure the performance of an ad or campaign. According to Todd Kelsey's article “Branding/Impression, Analytics/Clicks'', there are two main metrics: impressions and clicks. After viewing an advertisement, the ad can make an impression. For example, 5 million people potentially saw a Nike ad on Google and may have formed a positive impression. A positive impression can result in a click and purchase. Out of 5 million impressions, about a thousand people clicked the ad. An impression doesn’t guarantee a click. An advertisement may get multiple impressions before getting a click. Advertisers can track the number of impressions and clicks. After identifying clicks and impressions, an individual can understand a campaign's effectiveness.


The trackability of online ads allows for enhanced plan-making. Kelsey identifies that increasing your budget doesn't equal more sales. Advertisers have competition, limited keywords, and an audience. After considerable experimentation, an individual can optimize by using specific keywords, target audiences, images, and more. The metrics gathered can help advertisers make informed decisions regarding budget and advertisement choices. 


Online advertising provides important metrics that help improve ad campaigns. Impressions track the number of people that may have viewed an advertisement. Clicks represent the number of times an individual interacted with an ad. By testing and reviewing metrics, individuals can make adjustments to enhance a campaign's performance.


References:

Kelsey, Todd. “Branding/Impression, Analytics/Clicks''. https://www.linkedin.com/feed/update/urn:li:activity:6992862936327176192/?utm_source=share&utm_medium=member_desktop

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