Your 2020 Playbook for Maximizing Ad Effectiveness: Website Traffic

Hadley Stork

Part of any good New Year's resolution involves looking back to plan ahead. As you’re thinking about your digital campaigns, what learnings can you pull from your previous campaigns to optimize your new ones? For website traffic in particular, measuring success can be a tricky nut to crack, but we’ve got your back.

Our Insights Lab team analyzed more than 1,500 campaigns from the past three years and unearthed the most relevant insights for you in a 5-part series. We turned these insights into actionable intelligence that can help you achieve your future campaign goals.

Goal: Improving Website Traffic

Website traffic is essential to lifting online engagement and sales. Reach is a common measure of success with driving website traffic, but success has multiple faces. Our VP of Performance & Hybrid Sales, Patrick Schmidt, shared his thoughts about how to measure success:

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One metric we take advantage of is Cost per Site Visit (CPSV). CPSV tells us the cost efficiency of a campaign whose CTA is site visits. We worked with an education partner to determine exactly how effective their campaigns were when it came to cost. We found three key takeaways that can help you down this path of success:

  • If your CPSVs are rising over time, consider adjusting your creative. Rising costs could indicate creative fatigue and signal that it’s time to switch things up. One campaign had a short 3-month run with an average frequency of 3.6x per week. Between the first and last month, they managed to increase site visits by 3x and bring CPSV down by 46%. This was achieved through very careful creative refresh to make sure listeners weren’t experiencing wear out.
  • Lean into your brand’s competitive advantage instead of individual product features. We compared two creatives in which one emphasized the differentiators of the education company’s brand and the other called out the cost savings of their program. The CPSV product campaign was 62% higher than for the brand campaign, meaning that the brand campaign was more cost efficient. The takeaway here is that anyone can save customers money - what is your brand bringing to the table that is different and why should consumers care?
  • The ideal length of your ad depends on what you’re trying to accomplish. Be strategic in your choices. It is very important to consider how long you actually need to tell your story. One campaign made great use of both long- and short-form ads. They used the long-form one to introduce their brand and build more general awareness. After they had reached their awareness goals, they used a 15-second ad to reinforce the message. Their strategy worked and both ads saw a decrease in their CPSV by about 50% from the control.

What this means for marketers

We previously discussed how audio can drive action IRL with foot traffic and sales lift, but what about online? Audio is not a “clickable” format, so how effective could it really be in driving website visits?

Success can be measured in more ways than one and it’s important to always consider the attribution window when you’re measuring lower funnel actions. If your goal is to drive more visits to your website, it is also important to consider how much those views are costing you. CSPV is a great and dynamic way to measure budget efficiency and it’s tied very closely with creative decisions. How are you leveraging your creative to drive quantitative success?

Take advantage of all of our actionable intelligence to help guide your marketing strategies for your 2020 campaigns.