Internet Advertising Effectiveness

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Performance indicators of online advertising at different stages of interaction with the user
Marketers often use the so-called AIDA model, which consists of four stages of user interaction with an advertising message:

attention;

interest;

desire;

action.


According to AIDA, the user must first pay architects email list attention to the advertisement, become interested in it, want to buy the advertised product and, finally, make a purchase. All four stages must be effective and well-developed, otherwise the desired result will not be achieved.

Based on the AIDA model, the interaction of Internet consumers with advertising is structured in the following order:

An advertising message is displayed.

The user pays attention to it.

He is interested in him.

Visits a website.

It works.

Repeats actions.

We will define an individual set of KPIs for each stage and reflect everything in the table.

Table 2. Performance indicators at the stages of interaction of Internet users with advertising information

Stage

Indicators

Display of advertising message

number of impressions,

number of unique impressions,

audience intersection,

cost of advertising placement,

frequency of display,

CPM,

CPUI.

Attracting attention

noticeability,

memorability,

recognition.

Interest

number of clicks,

number of unique clicks,

CTR,

click rate,

CPC,

CPUC.

Visiting the website

number of unique users,

number of visits,

frequency of visits,

number of new users,

geographic distribution of users,

number of page views,

viewing depth,

paths on the site,

length of visit,

CPU,

CPV.

Action

number of actions,

number of orders,

number of sales,

sales volume,

average purchase amount,

number of clients,

average number of sales per customer,

CPA,

CPO,

CPS,

CPCr,

order frequency.

Repetition

number of repeat visits and actions.

Key criteria for the effectiveness of online advertising
Displaying an advertising message
Number of demonstrations.

Ad impression is the loading (display) of an advertisement on a website when a user visits it. Demonstration does not mean that the visitor will necessarily see the advertisement, as it can be located in any part of the page.

Demonstration means that the ad has loaded on the page the user has visited. Accordingly, he can see this advertising message.

Most online advertising placement systems allow you to customize your ads based on specific criteria (for example, display ads on specific days of the week, at a specific time, with a set frequency, in selected territories, etc.).

Number of unique impressions.

The number of unique impressions does not include repeated views of the ad by the same user. Based on this indicator, you can judge how large the audience is that viewed the ad message.

It is important to understand that the total user reach during an advertising campaign cannot be calculated as the sum of the reach on each site, since the same users may be found on different resources.