{"id":97601,"date":"2020-10-26T11:00:10","date_gmt":"2020-10-26T08:00:10","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/heres-why-your-performance-marketing-kpis-are-obsolete\/"},"modified":"2020-10-26T11:00:10","modified_gmt":"2020-10-26T08:00:10","slug":"heres-why-your-performance-marketing-kpis-are-obsolete","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/heres-why-your-performance-marketing-kpis-are-obsolete\/","title":{"rendered":"#Here&#8217;s why your performance marketing KPIs are obsolete"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a239ae672b00\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a239ae672b00\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/heres-why-your-performance-marketing-kpis-are-obsolete\/#The_new_metrics\" >The new metrics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/heres-why-your-performance-marketing-kpis-are-obsolete\/#Why_cost-per-click_is_golden\" >Why cost-per-click is golden<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/heres-why-your-performance-marketing-kpis-are-obsolete\/#What_bounce_rate_can_tell_you\" >What bounce rate can tell you<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/heres-why-your-performance-marketing-kpis-are-obsolete\/#Time_spent_can_trump_CTR\" >Time spent can trump CTR<\/a><\/li><\/ul><\/nav><\/div>\n<p>&#8220;<strong>#Here&#8217;s why your performance marketing KPIs are obsolete<\/strong>&#8221;<br \/>\n<img decoding=\"async\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2020\/10\/marketing-metrics-benchmark-data-measuring-gq-796x398.png\" \/><\/p>\n<div>\n                                <span>It\u2019s a tale as old as time for marketers: \u201chow do I know the ROI of my ad investment?\u201d<\/span><\/p>\n<p><span>Every advertising innovation claims to solve the measurement conundrum. And that age-old problem grows even thornier as marketers defend shrinking budgets and gr<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>le with new privacy regulations that are phasing out third-party cookies. <\/span><\/p>\n<p><span>But at a time when advertising approaches are changing to more privacy-forward, contextual strategies, is \u201cwhat\u2019s the ROI\u201d or \u201cwhat\u2019s the CPM?\u201d even the right questions anymore?\u00a0 Perhaps the better question is: how can we adopt new success metrics and KPIs to reflect the new marketing landscape?\u00a0<\/span><\/p>\n<p><span>Or, put another way, it\u2019s the <\/span><i><span>how <\/span><\/i><span>and the <\/span><i><span>what <\/span><\/i><span>marketers are measuring that needs to evolve.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_new_metrics\"><\/span><strong>The new metrics<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span>The current benchmarks brands are using to measure success don\u2019t hold up in the new landscape. While KPIs like click through rate (CTR) and cost per thousand (that beloved decades old holdover from linear television days) continue to be the yardsticks for success, we need to dig deeper into the data and look at additional ways to monitor results. <\/span><\/p>\n<p><span>There are actually more digitally native yardsticks that enlightened marketers can use to look at advertising effectiveness: bounce rate, visit duration, readability, and response time. <\/span><\/p>\n<p><span>These are all really good examples of metrics that deliver real insight into whether or not a campaign is working. And, these are all KPIs that are better ways to identify and validate success in this new era of privacy forward advertising.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_cost-per-click_is_golden\"><\/span>Why cost-per-click is golden<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span>Let\u2019s look at cost-per-click \u2013\u00a0a highly underutilized way of approaching success. <\/span><\/p>\n<p><span>CPC<\/span> <span>has always been considered an affordable method to drive traffic. But for the performance marketer, it\u2019s truly a dream investment \u2013 especially when working with premium publishers. <\/span><\/p>\n<p><span>When every dollar spent must be justified, it allows the hidden benefit of an A\/B test opportunity to check creative or messaging without the fear of budget being impacted. <\/span><\/p>\n<p><span>Plus, attached to in-depth creative like native content, and CPC is the logical way to drive ultimate results. Fully 67% of consumers <\/span><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/whatsnewinpublishing.com\/67-consumers-likely-to-engage-with-ads-on-trusted-publisher-sites-why-contextual-advertising-promises-better-revenue-and-control\/\"><span>report<\/span><\/a><span> that they are more likely to engage with contextual ads in trusted publishing environments. <\/span><\/p>\n<p><span>While we\u2019ve seen a few industry experts call for tech innovation to replace cookies, it makes far more sense for advertisers to use different methods altogether to best generate a response from targeted consumers.<\/span><\/p>\n<p><span>Once you\u2019ve identified the strongest performing creative and messaging, it\u2019s time to look at the effectiveness of the overall content package. How long are visitors staying on the page? <\/span><\/p>\n<p><span>T<\/span><span>his is where the true value of working with premium publishers comes into play as you already know you\u2019re tapping a relevant and engaged audience. <\/span><span>But, just because there is a built-in audience, doesn\u2019t necessarily translate to increased performance so it\u2019s important to keep an eye on these metrics.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_bounce_rate_can_tell_you\"><\/span><b>What bounce rate can tell you<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span>High bounce rates are not always a bad thing: it might indicate that a reader came, clicked and got what they needed. <\/span><\/p>\n<p><span>But if you\u2019re looking to engage a reader in for something more long-form, it might tell you that your ads are not in the right environment or context.\u00a0 Maybe it\u2019s a signal that you need to change your call to action or headline.\u00a0\u00a0<\/span><\/p>\n<p><span>Your ad headlines need to be aligned with the content on the page that the user is clicking through to. There is no point chasing a high CTR through catchy headlines that don\u2019t align with the landing page content exactly \u2013 it leads to poor user experience and a high bounce rate.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Time_spent_can_trump_CTR\"><\/span><b>Time spent can trump CTR<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span>When it comes to more contextual solutions like native content, metrics like time spent on site and scroll time are far more relevant indicators of success than CTR.\u00a0 It\u2019s a clear indication of engagement.\u00a0\u00a0<\/span><\/p>\n<p><span>The landscape advertisers operate in has changed. It\u2019s time to embrace different ways to measure for success in a world devoid of third party data. Only then will performance-driven marketers see bang-for-buck results and improved efficiencies<\/span><b>.<\/b><\/p>\n<p class=\"c-post-pubDate\">\n                                    Published October 26, 2020 \u2014 08:00 UTC\n                                <\/p>\n<\/p><\/div>\n<p><script data-src=\"https:\/\/connect.facebook.net\/en_US\/sdk.js#xfbml=1&amp;appId=378011798897423&amp;version=v2.6\" id=\"socialSrcFacebook\" type=\"text\/template\"><\/script><\/p>\n<blockquote>\n<p style=\"text-align: center;\">For forums sites go to <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/forum.buradabiliyorum.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Forum.BuradaBiliyorum.Com<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener noreferrer\">Technology category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/thenextweb.com\/growth-quarters\/2020\/10\/26\/kpi-performance-marketing-privacy-cookies-metrics-measurement\/\" target=\"_blank\" rel=\"noopener noreferrer\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;#Here&#8217;s why your performance marketing KPIs are obsolete&#8221; It\u2019s a tale as old as time for marketers: \u201chow do I know the ROI of my ad investment?\u201d Every advertising innovation claims to solve the measurement conundrum. And that age-old problem grows even thornier as marketers defend shrinking budgets and grapple with new privacy regulations that&#8230;<\/p>\n","protected":false},"author":1,"featured_media":97602,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/img-cdn.tnwcdn.com\/image\/growth-quarters?filter_last=1&fit=1280,640&url=https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2020\/10\/marketing-metrics-benchmark-data-measuring-gq.png&signature=1f8db9f5d997ee565d6b7c12241f8130","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-97601","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/97601","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=97601"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/97601\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/97602"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=97601"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=97601"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=97601"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}