The best way to ensure client satisfaction is to show them evidence of how well the campaigns you are running for them are performing.
To do this successfully, you need to work out which metrics will put a smile on their face, and which will just confuse them.
With that in mind, here are the key performance indicators (KPIs) to focus on and how best to manage the process of collating and representing this data.
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Raw ad impressions
One of the simplest and least ambiguous metrics to boast about is the number of impressions that your ad has achieved on whichever platforms it is targeting.
While more ad impressions does not necessarily correlate with greater overall impact, it is a clear signal that an ad is being seen and can help to demonstrate how well a marketing budget is being used.
Of course if your ads are running on multiple platforms, manually adding impressions data and other metrics to a file for reporting purposes will be time-consuming, which is why using PPC reporting software to automate this makes sense.
In the social media age, it has become trickier to judge the effectiveness of ads which target platforms like Instagram, YouTube and Twitter. Even if you manage to successfully get the marketing content you create shared organically via these services, it is hard to know whether this is indicative of your target audience actually engaging with it in a meaningful way.
As such, it is arguably more relevant to discuss the number of comments that content has generated. Posting a comment is a proactive statement of engagement, and also indicates that the content has managed to stimulate some emotional or intellectual response, rather than just being blindly shared by those who are not truly connecting with it.
Generating solid CTRs from ads is obviously important, but you also need to be able to prove that once people arrive on your landing pages, they are not immediately clicking away or only spending a short time on this one page before leaving.
This is where looking into website engagement and the myriad metrics that go along with it can give you proof of whether your campaign is well-targeted, and whether perhaps there are optimizations to make to the rest of the site to secure improvements.
Some metrics to look into include how long visitors spend on the page, where else they go on the site once they have landed and whether they return to view the page or some other part of the site in the future.
These KPIs are relevant because they also squeeze out any room for debate and should instill the client with trust in your abilities. If the people clicking on ads are hanging out on the site and coming back for more later, then obviously the campaign is doing its job and their money is being well spent.
You should still expect to have to explain your methods and results precisely, but hopefully these metrics will make your job easier.