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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Although there is no precise way to measure the effectiveness or success of an ad campaign, there are a few methods and metrics that can provide you with an idea of whether your ads are achieving their purpose.
Brand awareness describes the degree of customer recognition of a product or service by its name alone. It is usually 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 analyse the effects of the campaign on brand awareness.
Brand consideration measures the amount of consumers that would consider purchasing from a brand they know of. This metric is also tracked through brand awareness surveys.
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.
The viewer count measures the number of different users that have seen the ad, and gives you an idea of your overall reach.
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.
This is similar to the number of viewers, but instead of counting the number of different users that have seen the ad, it counts the number of times the ad is served/shown to the viewer.
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.
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.
In order to see 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.
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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Metrics such as brand awareness, brand recognition, and brand recall can be measured through the use of surveys. These are a few reasons why Voxco’s survey solution is the best option for you:
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.
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 centralised survey authoring. It makes the surveying process more efficient as it eliminates the need for survey re-programming for each channel.
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.
Seamlessly integrate Voxco’s survey software with Voxco IVR and Voxco Dialer to experience the finest surveying experience.
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