MANAGING KEY PERFORMANCE INDICATORS FOR SUCCESSFUL ONLINE ADVERTISING CAMPAIGNS
MANAGING KEY PERFORMANCE INDICATORS FOR SUCCESSFUL ONLINE ADVERTISING CAMPAIGNS

Author(s): Nikola Vangelov
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: digital marketing communications; online advertising; search engine advertising; marketing campaign; click-through rate; conversion rate
Summary/Abstract: The aim of the article is to study the strategies for successful online advertising.It focuses mainly on CTR (click through rate) and conversion rate and analyzes various winning approaches. The study of CTR and conversion rate as a KPI (key performance indicator) offers new and interesting ways to interpret our marketing efforts, thus attracting new audiences while retaining the old. The structure and tasks of the article are predetermined by its aim: definition and classification of several key performance indicators; characteristics of the most used ones;analyzing various communicative aspects; opportunities how they offer companies to optimize their online marketing communications, especially advertising.The article gives examples how companies upgrade their strategies to better communicate with their audience through measuring the performance of a campaign through KPIs by fine tuning the advertisement itself. The content of the advertisements is studied in regard to the types of evidence used. Several cases are analyzed reveling fluctuations in click-through rate and conversion rate. This way companies are able to see the potential for improvement and success in their forthcoming campaigns. Recognizing the importance of KPIs enables companies to define and set achievable online goals.

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