5 Underrated Paid Media Metrics You Shouldn’t Overlook

In the fast-paced world of digital marketing, staying ahead of the competition often means delving deeper into the metrics that truly matter.

While metrics like click-through rates (CTR) and conversions are widely acknowledged, there are several underrated paid media metrics that can significantly impact your campaigns. Here’s a closer look at five such metrics that every marketer, especially those specialising in paid media, should pay attention to.

1. Video Played To: In the realm of video-based ads, understanding how much of your video viewers are actually watching is crucial. This metric, often overlooked, provides valuable insights into viewer engagement. By analysing the point at which viewers drop off, marketers can refine their content strategies, ensuring maximum impact and engagement.
2. Expected CTR: Google’s expected CTR metric is a powerful tool that reveals how Google perceives the quality and relevance of your ads. Achieving a high expected CTR not only results in lower costs per click (CPC) but also leads to improved overall performance. By crafting compelling ad copy and targeting the right audience, you can optimise your campaigns for higher expected CTR, enhancing your ROI.
3. Conversion Metrics by Action: Diving deeper into conversion actions is indispensable. Understanding which specific actions are driving conversions provides essential visibility. By identifying and prioritising the most relevant conversion actions, you can refine your marketing strategies, ensuring a higher return on investment. This strategic approach helps in allocating resources more effectively, focusing on actions that truly matter.
4. Search Lost by IS and Budget: Simple yet insightful, this metric sheds light on what’s hindering your campaigns from reaching their full potential. Is it budget constraints or ad rank? By understanding where you are losing out, you can make informed decisions about budget allocation and bid adjustments. Optimising for this metric ensures that you are maximising your campaign’s reach, putting your brand in front of the right audience.
5. Earned Actions: Beyond mere clicks and conversions, earned actions measure the effectiveness of your campaigns in engaging audiences. Social shares, comments, and other user interactions are powerful indicators of your content’s impact. By encouraging these earned actions, you amplify your brand’s reach, foster community engagement, and enhance overall campaign effectiveness.

Mastering these underrated paid media metrics empowers marketers to refine their strategies, maximise their budgets, and create more engaging campaigns. By delving deeper into these metrics, your marketing team can unlock new levels of success, ensuring your clients achieve their goals and stay ahead in the competitive digital landscape. Stay tuned for more insights on optimising your paid media campaigns and driving exceptional results.

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