At Red Shark Digital, we serve quite a few clients daily. All of these clients have multiple campaigns running that allow us to help the individual client reach their goals. That’s exactly why here at Red Shark Digital; no two campaigns are the same. We realize that our clients are reliant upon us to help them reach their goals via our programmatic advertising efforts. And because we are so passionate about what we do, we are always looking into changes that can be made to take your campaigns to the next level.
Over the past few years, we’ve learned a lot about optimizing and testing campaigns to discover what works the best for every one of our clients. We use data to guide us and provide expertise to our clients like no other digital agency around. This expertise allows us to replicate results on every campaign that we run. If you’re a veteran of digital marketing, then you know that there are many ways you can measure a campaign’s success, two of those ways are Click-Through Rate (CTR) and Cost Per Action (CPA). While most campaigns are optimized to a particular CTR, here are some reasons why you may want to shift to CPA.
There is a magnitude of benefits to CPA, including having the ability to track users who add an item to a cart, complete a purchase, submit a form, or visit a particular web page. When it comes to switching your campaign over to CPA, you will get a higher quality site visitor. However, you will notice that there will be fewer visitors than a campaign optimized to a CTR. By using CPA, campaigns are optimized to find users who are more likely to take the additional step, instead of clicking on your ad and bouncing from the page immediately. You will notice the higher-quality traffic reflected when it comes to session duration, bounce rate, as well as the number of pages, visited in a single session.
When setting up a campaign on CPA, the first thing we do is come up with a defined action that we will target users based upon. An action can be anything from clicking a button, to filling out a contact form. We then search for individuals who are likely to perform the set action so that the targetted visitors are more than likely engage with your content, thus helping you achieve your goals.
After reviewing data from campaigns that have changed from CTR to CPA, it is clear that the quality of web traffic improved. It has been noted that everything from time on the site to exit rate was improved by changing over campaigns to CPA instead of CTR.
Are you stuck in a CTR world and wondering more about CPA? Contact the pros at Red Shark Digital, and we can show you how you can take your campaigns to new extremes by optimizing them to CPA!