Work effectively with target numbers

CTR - Clickthrough rate

If the most important goal of the campaign is the percentage of clicks to the landing page, it's important that you keep a close eye on both how the content target (CT) and the ad itself performs.

By using several different thematic directions in a campaign, you can easily compare how the different contexts perform in relation to each other. You can add new, deactivate or adjust content targets at any time during the campaign period.

Use the article overview in the campaign to see which individual articles achieve the highest CTR. This can provide valuable information on what works best thematically.

Check the CTR on the formats within each Ad-group. If the CTR is the most important parameter, it may be appropriate to limit active formats to those that deliver the highest click-rate, as long as the volume is high enough.

Tip! Feel free to test several versions of your ad, so you can gain insight into how different visual expressions, call to action (CTA) and messages perform. If Kobler is responsible for ad hosting, we can help you with optimization different versions automatically by CTR. We can also A / B test and provide a report after the end of the campaign. This can give a good indication of what might work in future campaigns.

Impressions

To ensure as many views as possible within a given theme, it is important that content targets estimate a high number of views, and that you have as many formats available as possible. The most important and most used Norwegian formats are:

Mobile

• 320x250

Desktop

• 300x600
• 580x400
• 980x300

We also recommend choosing the focus "Low cost per impressions" when building the content target, if it is important to keep the CPM level low.

This is tCPM (target CPM): The average CPM level the campaign should aim for. This feature helps you set a more accurate CPM based on the goal you have set for your campaign. You can control tCPM yourself or use the recommended level from the system by selecting a predefined campaign goal.

If the campaign is slow to deliver on budget, this will be shown by the spending line turning purple if it is slightly behind. If the campaign delivers ten percent or more below budget, the line will turn red. Then you can increase the tCPM level, and add more words to the content target to increase the number of impressions.

We will continue next month with more good tips and advice on target figures from our Customer Success team. Then we will take a closer look at brand-relevant parameters such as viewability and contextual relevance.