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10 Ways to Measure Ad Campaign Effectiveness

Market research 04 12
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Why is it Important to Measure Ad Campaign Effectiveness

Measuring the effectiveness of your ad campaign helps you understand whether your audience is receiving the right message, and whether you’re getting the best returns from your advertising investments. It also allows you to measure the strengths and weaknesses of different ad campaigns so that you can ensure your future campaigns are more effective. 

Additionally, measuring campaign effectiveness helps companies avoid wasting money on ineffective advertising as ad campaigns require huge investments. 

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Metrics that can be used to Measure Ad Campaign Effectiveness

There is not one perfect way to measure the effectiveness or success of an ad campaign. However, there are many methods and metrics that can provide you with an idea of whether your ads are achieving their intended purpose.

  • Brand Awareness

The term ‘brand awareness’ refers to the degree of customer recognition of a product or service by its name alone. Brand awareness is generally tracked through brand awareness surveys. By conducting a brand awareness survey before your ad campaign is aired and then conducting it again after it is aired, you can identify and analyze the effects of the campaign on brand awareness. 

  • Brand Consideration

Brand consideration measures the extent to which consumers are considering your brand when making a purchase decision. This measures ad campaign effectiveness by indicating how well your campaign is influencing potential customers and increasing the likelihood that they will choose your brand over competitors. A higher level of brand consideration indicates that your ad campaign is successfully impacting consumer perceptions and preferences, which would lead to increased sales and brand loyalty.

  • Conversion Rate

Conversion rate is the percentage of times your ad leads to a desired action, such as a subscription or a sale. It is calculated by dividing the number of conversions by the total number of ad interactions. A high conversion rate indicates that your ad is relevant and compelling to your target audience. It suggests that the ad message, design, and offer resonate with your customers, leading them to take the desired action

  • Click Through Rate (CTR)

Click through rate, or CTR, measures the percentage of users that click on your online display ad. This is a reliable metric as it measures tangible action taken by the user as a result of viewing your ad. A high CTR indicates better engagement and relevance, which can lead to increased conversions and ultimately reflects a more successful ad campaign.

  • Views and Impressions

Although views and impressions are key ad campaign metrics, they primarily measure exposure and visibility rather than ad campaign effectiveness. High views and impressions indicate broad reach. However, for a comprehensive assessment of effectiveness, one must consider other engagement metrics like click-through rate (CTR) and conversion rate, as these measure how well your ad influences user actions and achieves campaign objectives.

  • Return on Ad Spending (ROAS)

Return on investment, or return on ad spending (ROAS) in this case, is one of the most important metrics. The purpose of advertising is to make more than you invest, therefore ROAS must be tracked. A higher ROAS indicates that your ad campaign is efficient in driving revenue, making it an effective investment. It directly ties campaign performance to profitability, helping you optimize spending and refine your strategies for better results.

  • Social Media Sentiment

Tools such as text analytics can be used to evaluate the attitudes and feelings associated with your brand on social media. This can be done by comparing the amount of positive words and phrases against the amount of negative words and phrases used in regard to your brands. 

  • Effect on Sales

In order to discern the effect of an ad campaign on sales, you have to monitor sales before, during, and after an ad campaign. This will give you an idea of the ad-driven sales.

  • Effect on Traffic

Compare the traffic on your website before the ad campaign airs and then after it airs. An increase in site traffic post-advertising can indicate that the ad campaign is effective.

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Use Voxco to Measure the Effectiveness of your Ad Campaigns

Metrics such as brand awareness, brand recognition, and brand recall can be measured through the use of surveys. Here are a few reasons why Voxco’s survey solution is the best option for you: 

  • Omnichannel Survey Solution

Whether you want to send your survey through the web, IVR, phone, face-to-face, or through multiple channels, Voxco has you covered. Our omnichannel survey software allows you to deploy your surveys across all channels, eliminating the need for multiple vendors.

  • Centralised Survey Authoring

With Voxco’s survey software, you only have to script your survey once before you are able to deploy it across multiple channels. This is known as centralized survey authoring. It makes the surveying process more efficient as it eliminates the need for survey re-programming for each channel.

  • Advanced Analytics

Voxco’s software can interpret survey data instantly with live visual dashboards, in-depth reporting, and intuitive statistical analysis. These tools can generate key insights on a range of metrics such as customer sentiment, ad effectiveness, and purchase intent. 

Voxco helps you minimize your survey dropout rate with aesthetic, engaging, and logic driven surveys. We also give you access to a range of different question types, where you can also insert different multimedia such as picture, video, and audio. 

  • Voxco IVR and Voxco Dialer

Seamlessly integrate Voxco’s survey software with Voxco IVR and Voxco Dialer to experience the finest surveying experience.

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