November 26, 2019

YOUR Campaign KPIs and What They Mean

marketing, higher education, enrollment, gen z, strategy, technology, Guest Post

Campaign KPIs

- 5 min read - 

Times were certainly easier as a marketer before the dawn of digital advertising and the seemingly endless measurement KPIs that came along with it. Traditional advertising tactics such as Billboards, Radio and TV were largely used as a tactic of reach, where the measurements were more simple. 

Now with the addition of measurements such as CPM, CPC, CTR, Additional Visits, Conversions, Clicks, etc. it isn’t as crystal clear. A report might make sense during your initial campaign review, but if you open it a couple months later it may have lost most of its meaning. To help with this, here is a quick walkthrough of some of our most commonly used (and questioned!) KPIs and some context to go along with it:

Most Common Metrics

CPM – Cost per 1,000 Impressions
  • The actual cost to get 1,000 impressions to your desired target audience
  • Banner, Video, Audio, Native ads, etc.
Impressions & Reach
  • Impressions are the total amount of times your ads were serviced to your target audience
  • Reach is the amount of individuals who saw your ad, should be MUCH smaller than your total impressions
Reach Frequency
  • Reach/Total Impressions
CTR – Click Through Rate
  • Depending on how your campaign is set up, this is either one of two things:
    1. Prospective Student clicks on your ad and visits your landing page without bouncing
    2. Prospective Student clicks on your ad and visits your landing page, and then continues to navigate to other pages on your institutions website
  • #1 is used primarily in Awareness Campaigns, #2 is used primarily when the goal is to increase overall navigation with your website
Return Visits to Landing Page
  • The amount of individuals who returned to your landing page or website after clicking on one of your ads
  • Common misconception is that these are different visitors but they are only visitors who have previously landed on your website through a direct click
Conversions
  • Total page visits attributed as a result of campaign exposure and is in addition to the volume of clicks generated from the campaign

Unique Google AdWord Metrics

CPC – Cost per Click
  • The amount you pay for each click on one of your PPC ads in platforms such as Google AdWords or Bing Ads
  • When using CPC you have to be very cognizant of the keywords and targeting parameters set in place, or you will be wasting clicks (and money)
    • Our sales team sees at least one or two Higher Ed ads on Google when we’re researching new institutions. You don’t want to be paying for us to reach out to you!

      Blog-Campaign KPIs
Average Position
  • Completely dependent on your adherence to the Google Algorithm, which has undergone massive changes in recent years
  • Quality Score + Highest Bid Price + Ad Extension
    • Quality Score = Relevancy + Expected CTR + Landing Page
      • BY FAR the biggest impact is whether you’re going to get clicked on
      • If Google’s algorithm determines no one will click on your ad, they will take you off the page. They’ll give it to someone who’s willing to pay a cent if they’re more relevant
    • MaxCPC = Highest Bid Price (ie. Limit set at $5.00 vs. $5.01)
    • Ad Extension = Click to phone, click to send email, etc. (They like high customer service actions!!)

Snapchat & Video Ads

Video Views (Snapchat)
  • Differs greatly from Impressions, this metric measures full view through of ad without skipping
Video Completion Rate 
  • Video Starts / 100% Video Completions

Micro Influencer Metrics

Total Engagements
  • Likes, Comments, & Video View Throughs

    Blog-Campaign KPIs (1)
Engagement Rate
  • Total Engagements / Total Impressions
    • Impressions are for Static Posts + Stories
EMV – Total Estimated Media Value
  • Estimated Media Value (EMV) measures your campaign’s value by paid media standards, and an earned multiplier. We distinguish between networks and engagement type (ie. Instagram stories, views, Instagram post likes)

 To learn more on how today’s high school students interact with key media and post secondary marketing initiatives download our Gen Z Media Report.

We collected insights from 1,700 high school students on their media preferences for higher ed advertising. Access Report.

Sources:

  1. https://www.wordstream.com/cpc

  2. https://www.scoro.com/blog/digital-marketing-metrics-kpis/

Tagged: marketing, higher education, enrollment, gen z, strategy, technology, Guest Post