In modern life, where the Internet has become an indispensable part of life, web advertising, which transmits a variety of information, is an important marketing strategy for companies.
What kind of measures are needed to develop advertisements that capture the hearts of consumers while considering cost-effectiveness? In this article, we will analyze and explain the cost of web advertising, where to place it, and what you can do to achieve great results, based on the results of a survey conducted on SNS, email newsletters, etc.
Reference source:
Number of CVs, CPA, ROAS…What are the appropriate KPIs for web advertising? ｜Survey on the operational status of web advertising
How much do you spend on web advertising?
Source:
Number of CVs, CPA, ROAS…What are the appropriate KPIs for web advertising? ｜Survey on the operational status of web advertising
Displaying web advertisements is essential for the growth of B to B business. With the spread of devices such as smartphones and tablets, the variety of web advertisements is increasing.
According to a survey of advertising agencies and advertisers, the most common monthly expenses for various types of web advertising, such as internet advertising, digital advertising, and online advertising, were between 1 million yen and less than 5 million yen, followed by The results ranged from 300,000 yen or more to less than 1 million yen. Let’s take a closer look at where the ads are placed below.
Where do you place your web ads the most?
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Number of CVs, CPA, ROAS…What are the appropriate KPIs for web advertising? ｜Survey on the operational status of web advertising
Tables Q1 and Q2 above show the places where web advertisements are placed and the amount of money spent.
It can be seen that many companies use Google listing ads, and the amount spent on them is significantly higher. Companies probably believe that advertising is cost-effective and should be continued.
In addition, Google Display Ads, Yahoo! Listing Ads, Facebook and Instagram Ads were found to be widely used.
About KPIs
Source:
Number of CVs, CPA, ROAS…What are the appropriate KPIs for web advertising? ｜Survey on the operational status of web advertising
Another important point is where the key performance indicators (KPIs) (indicators that embody the process of achieving goals) are set.
The number of conversions came out top in the survey that received multiple responses. It is an indicator directly related to sales, and it has become important mainly for purposes such as acquiring new customers.
“Cost per conversion,” which was the second most frequently answered question, seems to be closely watched in order to compare effectiveness and efficiency with other marketing strategies. As advertisers analyze how much it costs (CPA) to acquire new customers through web advertising, there will inevitably be a trend toward focusing on efficiency.
What are your future challenges?
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Number of CVs, CPA, ROAS…What are the appropriate KPIs for web advertising? ｜Survey on the operational status of web advertising
According to the survey results, it is clear that although various companies are incorporating web advertising for further growth and seeking to maximize profits, in many cases they are not measuring the “cognitive effect”. Ta. One possible reason for this may be the fact that advertising was not originally aimed at achieving a recognition effect.
However, only about half of the companies knew their sales amount, and many companies did not check the relationship between web advertising, number of business meetings, and LTV (customer lifetime value), which is a major issue going forward. It is. It can be said that it is necessary to reconfirm the purpose of placing web advertisements and review and improve data management.
summary
When operating web advertising, KPIs should be set based on the series of steps from recognition to becoming your company’s customers. In order to improve results, it is important to link advertising results to sales, LTV (customer lifetime value), etc., and use data to understand whether the currently set KPIs are leading to the company’s profits.
Reference source:
Number of CVs, CPA, ROAS…What are the appropriate KPIs for web advertising? ｜Survey on the operational status of web advertising