Brand campaign metrics are measurable variables that are utilized to track a brand’s marketing campaign performance.
These metrics give an idea on the impact of your marketing campaign on your brand and business.
Table of Contents
- Which Of These Metrics Is Especially Important To Clients Who Are Running A Branding Campaign?
- Importance of Metrics For a Branding Campaign
- Other Essential Metrics For a Branding Campaign
- Wrapping Up
Which Of These Metrics Is Especially Important To Clients Who Are Running A Branding Campaign?
The metrics listed below are all extremely important when it comes to marketing campaigns:
- Click-Through Rate (CTR)
- Average Cost Per Click (Average CPC)
- Conversions Per Phone Call
However, impression metrics are especially important to clients who run a branding campaign.
The number of times an advertisement is shown to a target audience in a certain period of time is referred to as impressions.
It shows the behavior of customers after seeing an ad while also containing a list of clicks and actions in chronological order.
Impression is a crucial metric for measuring the performance of a campaign.
Customers who run a branding campaign should indeed be aware of the importance of impression metrics.
Impressions are necessary in online marketing campaigns, but they’re particularly relevant in branding campaigns because they show what percentage of individuals really viewed an equivalent campaign.
Whether or not they purchase something from your site, you want your brand to leave an impact on them. Impressions are crucial for all campaigns, irrespective of the goals needed to be achieved.
Although, they can be more vital if you are actively seeking to build brand awareness among your audience.
Importance of Metrics For a Branding Campaign
Metrics are among the foremost important components of any campaign; measuring the success of campaigns promoted for the brand.
Measuring brand awareness and analyzing the strategies implemented is extremely vital and these metrics are used to measure and track the progress of your efforts both in branding and marketing.
This indicates what needs to be worked on, improved or changed. To be able to effectively assess and identify the factors that are tributary to the campaign, steps must be taken to track and measure the efforts made towards the success of that campaign.
These metrics can also help optimize future campaigns.
Other Essential Metrics For a Branding Campaign
- Customer engagement
Metrics such as click-through rate (CTR) and conversions can be used to measure customer engagement.
This allows a brand to understand whether users are responding to ad content, which in turn allows for effective and better decisions to be made and reaction to be made to low engagement.
- Website traffic
Campaigns can be created with the aid of Google Ads which uses the website traffic goals, helping to drive interested customers to a website and gives a good idea of how well the website is performing.
All efforts kept into digital marketing are carried out with the sole aim of driving traffic to a website, this is mainly because the higher the traffic the higher the rate of conversion, increased ROI, potential customers and increased sales which ultimately increases the revenue for the website.
The more people see your website, the more potential customers gained, and this serves as an opportunity to your business giving it the required impression, while generating qualified leads which helps in the overall brand and building relationship.
Website traffic growth varies based on the audience and stage of the company. However, a monthly growth rate of 10-20% is seen as a good standard.
- Brand Search Volume
Brand search volume or traffic is estimated as the amount of visits to a website that were generated as a result of a branded keyword in a search engine over a period of time.
Organic search engine is an effective way to measure the number of people who know about your business or the products it offers.
This is an important metric for branding campaigns which indicates the awareness of your business and what it stands for.
- Bounce rate
Bounce rate refers to the percentage of site visits that are single page sessions, that is, how many users leave your website after viewing only one page, without viewing a second page. This metric helps identify why visitors are leaving a website.
- Increased Revenue/ Leads
Generating leads and increasing revenue is another essential metric that needs to be measured in a branding campaign, as branding plays a major role in the increase of sales for the business. Therefore, having a strong brand identity is essential.
- Social media engagement
This metric measures the likes, comments, views and shares relating to a business social media effort, so tracking this metric indicates getting a view of your brands’ engagement on social media platforms.
Therefore having an idea of your engagement whether high or low which gives your brand an idea of how to improve existing efforts and implement other strategies that can be used to engage audience better.
- Reach and frequency
Both metrics are the least complex in brand campaign.
- Reach refers to the unique individuals who get impressions from an advert, which may be less than impressions due to the possibility of a person seeing multiple ads at multiple times.
- Nonetheless, frequency is defined as the average number of times a user is shown an advertisement over a given duration. It is important not to aggravate users by showing them the same ad every time, after a particular period they stop caring about the product being advertised and that is why attention needs to be paid to the frequency of the brand campaign.
These metrics are important for several reasons, but mostly because they further break down the metrics related to impressions.
Having to measure the success of your brand campaigns and brand awareness efforts can be challenging, especially because there aren’t many precise conversions to track.
However, if you know which metrics to track, you can accurately measure one of your most important KPIs.
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