- Can digital advertising actually increase enrolment?
- Yes, and it is measurable to the application. A college of nursing ran 700,000 impressions across paid social, audio and Social Mirror with Live Chat on the site, and recorded 335 click conversions and 91 view-throughs at a 1.76% click-through rate — 25× the national average.
- How many clicks should I expect?
- The national average click-through rate for digital display advertising is about 0.07%, so 100,000 impressions should produce at least 70 clicks through to your website. On 300,000 impressions that is roughly 210 visits. Campaigns we run frequently beat that average by several multiples, but the benchmark is what any plan should be built on rather than the best case.
- How many of those clicks turn into leads or sales?
- That depends on your own website conversion rate, not on the ads. Take the share of visitors who currently do what you want them to do and apply it to the expected clicks: at 300,000 impressions and a 5% site conversion rate, roughly 210 clicks would produce about 10 conversions. If you do not know your current conversion rate, that is the first thing worth measuring, because it sets the ceiling on everything paid media can deliver.
- Can you track whether someone who saw an ad came to my location?
- Yes, on the channels that serve to mobile devices. If someone sees the ad and then visits your location with their phone within fourteen days, that visit can be attributed and reported. It is shown on your monthly report as verified and estimated visits.
- What counts as a conversion, and do you measure view-throughs?
- A click conversion is someone who clicked the ad and then completed the action you are tracking. A view-through is someone who saw the ad, did not click, and arrived at your site and converted later. Both are reported separately, because counting only clicks understates what awareness channels like video, audio and Connected TV actually do.
