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Internet advertising includes a lot of various methods and techniques that help to achieve success. What does Internet advertising effectiveness depend on? How can you assess and improve Internet advertising effectiveness? The specialists of web design studio WebStudio2U can answer these questions.
Interned advertising effectiveness is assessed according to several criteria (rates) that reflect the influence of Internet advertising on the target audience. These criteria include the number of hits and hosts on the site which is advertised, and relative rates – CTR, CTB, CTI.
In Internet marketing a host is a user who browses the pages of the advertised website. A unique host is a user that has a unique IP address. When users visit the site, they make hits, i.e. they view (request) web pages. One user (host) can make a lot of hits.
The number of hosts for a certain period of time allows to assess Internet advertising effectiveness from the point of view of web traffic (the number of visitors and the number of pages they view). If the number of hosts is big enough, there is high probability that one of visitors will purchase a product or request a service provided by the advertised site.
CTR (click-though rate) allows to assess Internet advertising effectiveness by comparing the number of clicks on an advertising medium (a banner or a textual ad) and the number of times this advertising medium was delivered. CTR is calculated using the following formula:
CTR=(N click/N views)*100%
Internet advertising effectiveness is directly proportional to CTR; the higher CTR – the higher Internet advertising effectiveness. The exact number of average CTR is the object of heated debates, but in most cases 2% CTR is considered successful enough. Proper targeting helps to increase click-through rate.
CTB (click-to-buy) allows to assess Internet advertising effectiveness by comparing the total number of visitors of the advertised site and the number of visitors who became clients. CTB is often called conversion rate. CTR is calculated using the following formula:
CTB=(N clients/N visitors)*100%
Internet advertising effectiveness is directly proportional to CTB; the higher the conversion rate – the higher Internet advertising effectiveness. Average conversion rate may vary from 1% to 3%. To increase the conversion rate you should optimize the landing pages of your site and improve its usability.
CTI (click-to-interest) is the criterion of assessing Interned advertising effectiveness which reflect the interest of Internet users in visiting the advertised site.
For example, if the user viewed several pages of this site, added it to the bookmarks, subscribed to the RSS feed of the site or visited the site once again, he is considered an interested visitor. CTI is calculated using the following formula:
CTI=(N interested visitors/N visitors)*100%
The set of described criteria gives an idea of effectiveness of the chosen advertising medium and the appropriateness of its further usage. If you want to have a clear idea of the effectiveness of landing pages of your site (pages that are delivered when a user clicks on an advertising media – a banner, an ad etc), you should analyze the bounce rate along with the rates mentioned above.
Bounce rate is a rate that reflects the number of web site visitors who enter a web site, view a single page on it and leave the site before a specified session-timeout occurs without visiting other pages within this site. High bounce rate means that Internet advertising is ineffective even if CTR and CTB are high enough.
If a visitor left the site too fast, it is most likely that the landing page of the site does not meet his expectations. This may happen in the following cases:
- the content of the contextual advertisement or advertising banner does not correspond to the content of the landing page;
- the visitor is not interested in the products or services offered on the site, i.e. he is an occasional visitor;
- the landing page is not easy to view (illegible text, complicated navigation etc).
It is possible to reduce the bounce rate, and therefore increase Internet advertising effectiveness. It is done by means of landing page optimization that helps to improve the landing pages of the advertised site.
Therefore analysis of Internet advertising effectiveness criteria and use of methods and techniques that are aimed at improvement of these criteria help to increase Internet advertising effectiveness and thus reach the ultimate aim of Internet advertising of a website – increase in sales and income of your company.
Web design studio WebStudio2U carries out high-performance advertising campaigns using Google and Yandex contextual advertising services. When you request Internet advertising in web design studio WebStudio2U, you get only interested visitors. Our staff includes certified Internet advertising specialists who will select keywords for you advertising campaign, compose advertisements, manage the price and delivery of ads. WebStudio2U offers really effective Internet advertising!
Do not hesitate – submit a request for Internet advertising in WebStudio2U right now!
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internet advertising,
interned advertising effectiveness,
advertising on the internet,
effectiveness of advertising on the internet |
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