Integrated Marketing: 10 Digital Campaign FAQs You Must Know

Want to make sure everyone on your campaign team is on the same page? Share these FAQs with colleagues to help everyone understand where your demand gen pipeline comes from and how.

Read These 10 FAQs Before Your Next Campaign:

#1 – How important are keywords in contextual campaigns?

Keywords play a large role in contextual campaigns and integrated marketing. When they’re provided as part of a Managed Solution, keyword lists are often recommended. As a best practice, a list should contain around 15-20 keywords, but there’s no cap. Split your list between broad and specific keywords for optimal targeting performance.

#2 – What’s the difference between charging by impression and charging by click?

If you’re charged by impression, you’re charged each time your ad is served. A CPM (cost per 1000) of $10 means an advertiser would pay $10 for every 1,000 times their ad appears. When you pay per click, it doesn’t matter how many times the ad is served. You’re only charged when someone clicks, just like a pay-per-click search campaign.

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#3 – How can you tell what’s happening with “bot” traffic in your digital campaign?

Your platform should use third-party Interactive Advertising Bureau-certified tags and reporting to immediately verify data and respond to changing content. This will help with spotting bots.

To monitor and detect fraud, look for a managed solution that:

  • Has partnerships with a Media Ratings Council-certified company
  • Integrates with a universal block list to identify domains reported for fraudulent traffic
  • Offers IP-level blocking of suspicious IP addresses
  • Detects and blocks sites flagged for “impression laundering” (displays one domain name while selling traffic from another)
  • Constantly monitors & analyzes creative, websites, and exchanges to maintain safe, high-quality, relevant page environments for ads.
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    #4 – How does retargeting work?

    To reach users who’ve visited your website, retarget them with a specific message after they’ve left the site. By building an audience of “warm” visitors, you can create customized integrated marketing campaigns to be seen only by those visitors, who will already recognize your brand. Targeted digital campaigns take more investment than broad ones. However, overall costs are generally lower, since audience sizes are smaller, and integrated marketing performance is typically better.

    #5 – How is click-through-rate (CTR) measured?

    The percentage of ad impressions that were clicked compared to the entire number of ads served.

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    #6 – Are users who click on ads more likely to purchase?

    Clicks are only a partial measure of the effectiveness of online ads. A 2013 research study by online measurement firm comScore analyzed more than 260 million ad impressions across 18 advertisers, and demonstrated that the correlation between clicks and conversion was the lowest of the metrics tracked in the study. The highest correlation to conversion was if the user dwells on the ad or interacts with it. Researcher Quantcast found that users who click ads the most actually have lower conversion rates than those less likely to click. It’s the “skimmer” vs the “seeker.”

    #7 – What’s the difference between click-through and view-through?

    The Interactive Advertising Bureau (IAB) defines click-through as a user clicking on a link that redirects their web-enabled device to another web destination. In the case of online ads, the link is usually embedded in a call-to-action message or button. View-through is when a person sees a brand’s ad, doesn’t click on it, but later visits that brand’s website. Tracking such behavior is a job for AI and machine learning.

    #8 – Why do view-throughs matter?

    Most people exposed to online ads don’t click on one when they see it, even if they’re interested. If they’re reading the news, waiting in line, or checking scores, they don’t want to click and go to another site in that moment. However, when they have the time later, they may remember the ad and go to your website anyway.

    Research from comScore shows internet users who don’t click on an ad but visit a brand’s website later have higher conversions than those clicking on ads. 80% of conversions are actually from post-impression actions (view-throughs) versus 20% from click-throughs. Results from a Rocketfuel case study mirrored these findings – 50% of conversions occurred within six hours of the ad impression, and 70% within 24 hours.

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    #9 – Are “keywords” important in contextual campaigns?

    Keywords play a big role in contextual digital campaigns. You can get keywords, or some managed marketing solutions will provide recommended lists. Keyword lists do best as a manageable and thoughtful collection – not just as many as anyone can think of. You couldn’t create enough pages of content for so many topics, and throwing them all into a jumble stew doesn’t help either. Save those for bulk use with social data, AI, and machine learning.

    When creating content using keywords, it’s better to have a few solid, long-tail topics than a bunch of broad ones. Have a split between broad and specific words on your keyword list for optimal targeting performance in your digital campaign.

    #10 – What other variables impact CTR and overall campaign performance?

    There are many factors that influence integrated marketing campaign performance, including:

  • Ad size, creative, format, and placement
  • Appropriate messaging and call-to-action
  • Frequency – the number of times the ad is shown to a user
  • Got any questions of your own about Digital Campaigns and Integrated Marketing Solutions? Here are some other FAQs that may help, but even better, just call us at 1-888-301-4758.

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