Perpetual Traffic Which ‘Clicks’ Should I Care About in Digital Marketing?
Sep 17, 2024
Ralph and Lauren dive into the complexities of cost-per-click metrics and the importance of tracking engagement effectively. They highlight the often-overlooked power of instant experience ads, which can enhance user interaction and cut costs. Listeners learn to differentiate between various click types to gauge ad performance better. The duo also emphasizes a full-funnel approach to marketing, combining brand awareness with customer engagement. Small changes in strategy can lead to significant improvements in digital marketing effectiveness!
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Understanding CPC Variations
- Cost-per-click (CPC) has many variations, including link clicks, outbound clicks, and unique clicks.
- Outbound clicks are vital since they indicate users leaving the Meta platform for an external destination, reflecting real engagement.
Meta's Instant Form Measurement Gap
- Meta's instant forms lack measurement for the final in-app call-to-action clicks after lead submission.
- This missing data obscures understanding of lead progression and campaign effectiveness beyond lead capture.
Customize Metrics to Improve Ads
- Use custom formulas inside Meta Ads Manager to isolate and analyze specific in-app clicks like 'see more' to evaluate audience engagement.
- Tracking such detailed clicks helps refine ad hooks and improve conversion rates.