1. Digital Advertising Metrics
Analyzing the Effectiveness of Your
Advertising Dollars

2. Advertising is fundamentally persuasion and
persuasion happens to be not a science, but an
art.
William Bernbach
Creative without strategy is called 'art.' Creative
with strategy is called 'advertising.'
Jef I. Richards
I do not regard advertising as entertainment or an
art form, but as a medium of information.
David Ogilvy

3. Prioritize

4. The Process

5. Plan
Allocate Advertising by Media Based on Audience
Analysis and Available Budget
Radio
Television
Print
Outdoor
Online Display
Mobile
Search
Social
Email
Direct Mail

6. Plan
Awareness
•Behavioral Targeting, Rich
Media, Video, Mobile, Email, CPM
Consideration
•Content
Targeting, SEM, Retargeting, Display, Mobile, Apps,
Email, CPM, CPC, CPV, Flat Fee
Conversion
•Text, SEM, Lead Gen, CPC, CPA
Loyalty
•Social, Engagement, Interaction
Advocacy
•Social, Engagement, Interaction

7. Buy
Pricing
•CPM
•CPC
•CPA
•Flat Fee
•CPV
Formats
•Display
•Interactive / Rich
Media
•Video
•Text
Platforms
•Content
Sites/Networks
•Review Sites
•Social Networks
•Search Engines
•Email
•Mobile Sites
•Mobile Apps
•SMS
Targeting
•Contextual
•Behavioral
•Keyword
•Geographic
•Retargeting

8. Analyze
http://tv.adobe.com/watch/metrics-not-
myths/the-state-of-online-advertising/

9. Analyze
Awareness
•Behavioral Targeting, Rich
Media, Video, Mobile, CPM
Consideration
•Content
Targeting, SEM, Retargeting, Display, Mobile, Apps,
CPM, CPC, CPV, Flat Fee
Conversion
•Text, SEM, Lead Gen, CPC, CPA
Loyalty
•Social, Engagement, Interaction
Advocacy
•Social, Engagement, Interaction
Impressions
Exposure
Clicks
Opens
Conversions
Engagement
Shares, Mentions
Engagement
Shares, Mentions

10. Analyze

11. Adjust

12. For testimonials and more information regarding our services, please visit our website at
http://creativeconceptsmedia.net/
Creative Concepts Media + Marketing
530.582.4100