If the client simply wants impressions, display is an easy
sell. When they tell you that you are
going to be measured on CTR, you need to be pro-active.
How many transactions/sales/forms will determine that the
campaign was a success? 50? OK, if I
give you 100 leads, how many will you close?
25. Great, that means I need to
deliver 200 leads for you to get to your goal of 50.
The national CTR is approximately 0.05%. In your other campaigns what CTR have you
experienced? 0.08%. That means we need to run 250,000 impressions
at .08% to yield 200 sales leads.
Obviously a higher or lower CTR will affect the results, but we have a
place to start.
CTR
|
Impressions
|
Leads
|
| 0.05% | 250,000 | 125 |
| 0.08% | 250,000 | 200 |
| 0.10% | 250,000 | 250 |
While this approach may seem basic, a client in San
Antonio told me that we are the lead choice for their digital marketing for
2013. One of the primary reasons was
that we were the only respondent that asked “how will you determine if the
campaign is successful” and then submitted an RFP telling us how many
impressions it would take to reach our goal.
Everyone else just tried to sell us more impressions…
