•Reach: The number of users exposed to an ad. Increased reach means that an ad is exposed to more potential customers, which may lead to increased awareness.
•Frequency: The average number of times a user was exposed to an ad over a period of time.
Advertisers can increase reach and frequency by managing impressions and cost-per-thousand impressions (CPMs).
The Reach & Frequency Report within the AdWords Report Center should be used frequently by advertisers with branding goals to evaluate the performance of their campaigns.
User engagement with your ads is also an important metric for branding campaigns, and can be measured through clickthrough rate (CTR) or interaction rates for advertisers using rich media. Mouseover rate, which is the percentage of time users mouseover an ad for one or more consecutive seconds, is also a useful indicator of user engagement - although this metric is only available for display ads built with the display ad builder.
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