While CTR is, no question, an important measure of how successfully you\u2019re driving traffic to your website, consider that the rate of clicks per impression only accounts for 0.5% of all impressions. For a clearer understanding of your campaign\u2019s success, you need to look at the other 99.5% impressions. To accurately assess the value of those impressions, you need to know who is seeing your ad. Reaching the right audience, not simply amassing a certain number of clicks, holds the key to your success.<\/p>\n
Are You Reaching Your Target?\u00a0 \u00a0<\/strong><\/p>\n To determine the value of the other 99.5% of impressions, ask yourself some questions. Does your data vendor have access to first-party agriculture data solely containing your target audience? Is the campaign only<\/em> reaching that audience? If the answers to those questions are \u201cyes,\u201d then every impression is valuable because even if viewers don\u2019t click, they\u2019re seeing your message. You\u2019re generating awareness within the audience that is most likely to be interested in that message \u2014 and, ultimately, to buy your product or service.<\/p>\n Of course, if your vendor is just relying on look-alike models and intersecting third-party data, then you\u2019re not gaining this vital awareness within the audience you\u2019re seeking. With Farm Journal’s data-driven programmatic offering, for example, we optimize for audience first, followed by your desired campaign metric, such as clicks, viewability, video completion rate or conversions. Because we\u2019re using first-party data, we\u2019ve already identified the audience, so every click has value. Every impression is served to an agriculture audience that you would consider a prequalified lead.<\/p>\n