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Your performance marketing KPIs are obsolete

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It’s a tale as old as time for marketers: “how do I know the ROI of my ad investment?”

Every advertising innovation claims to solve the measurement conundrum. And that age-old problem grows even thornier as marketers defend shrinking budgets and grapple with new privacy regulations that are phasing out third-party cookies.

But at a time when advertising approaches are changing to more privacy-forward, contextual strategies, is “what’s the ROI” or “what’s the CPM?” even the right questions anymore?  Perhaps the better question is: how can we adopt new success metrics and KPIs to reflect the new marketing landscape? 

Or, put another way, it’s the how and the what marketers are measuring that needs to evolve. 

The new metrics

The current benchmarks brands are using to measure success don’t hold up in the new landscape. While KPIs like click through rate (CTR) and cost per thousand (that beloved decades old holdover from linear television days) continue to be the yardsticks for success, we need to dig deeper into the data and look at additional ways to monitor results.

There are actually more digitally native yardsticks that enlightened marketers can use to look at advertising effectiveness: bounce rate, visit duration, readability, and response time.

These are all really good examples of metrics that deliver real insight into whether or not a campaign is working. And, these are all KPIs that are better ways to identify and validate success in this new era of privacy forward advertising.

Why cost-per-click is golden

Let’s look at cost-per-click – a highly underutilized way of approaching success.

CPC has always been considered an affordable method to drive traffic. But for the performance marketer, it’s truly a dream investment – especially when working with premium publishers.

When every dollar spent must be justified, it allows the hidden benefit of an A/B test opportunity to check creative or messaging without the fear of budget being impacted.

Plus, attached to in-depth creative like native content, and CPC is the logical way to drive ultimate results. Fully 67% of consumers report that they are more likely to engage with contextual ads in trusted publishing environments.

While we’ve seen a few industry experts call for tech innovation to replace cookies, it makes far more sense for advertisers to use different methods altogether to best generate a response from targeted consumers.

Once you’ve identified the strongest performing creative and messaging, it’s time to look at the effectiveness of the overall content package. How long are visitors staying on the page?

This is where the true value of working with premium publishers comes into play as you already know you’re tapping a relevant and engaged audience. But, just because there is a built-in audience, doesn’t necessarily translate to increased performance so it’s important to keep an eye on these metrics. 

What bounce rate can tell you

High bounce rates are not always a bad thing: it might indicate that a reader came, clicked and got what they needed.

But if you’re looking to engage a reader in for something more long-form, it might tell you that your ads are not in the right environment or context.  Maybe it’s a signal that you need to change your call to action or headline.  

Your ad headlines need to be aligned with the content on the page that the user is clicking through to. There is no point chasing a high CTR through catchy headlines that don’t align with the landing page content exactly – it leads to poor user experience and a high bounce rate. 

Time spent can trump CTR

When it comes to more contextual solutions like native content, metrics like time spent on site and scroll time are far more relevant indicators of success than CTR.  It’s a clear indication of engagement.  

The landscape advertisers operate in has changed. It’s time to embrace different ways to measure for success in a world devoid of third party data. Only then will performance-driven marketers see bang-for-buck results and improved efficiencies.

Published October 26, 2020 — 08:00 UTC

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Conquer Your Pup’s Dander and Fur With $700 Off a Cobalt or Charcoal Bobsweep PetHair Plus Robot Vacuum

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Best Home DealsBest Home DealsThe best home, kitchen, smart home, and automotive deals from around the web, updated daily.

Bobsweep PetHair Plus Robot Vacuum & Mop (Cobalt) | $200 | Best Buy

Bobsweep PetHair Plus Robot Vacuum & Mop (Charcoal) | $200 | Best Buy

Allergies can be bad enough as the seasons change. Don’t let pet hair and dander add to that by vacuuming it up early and often. That chore is easier said than done— unless you have a robot vacuum to do the work for you. This lovely bright cobalt Bobsweep PetHair Plus robot vacuum and mop, only $200 today at Best Buy seems like an ideal option. That’s a whopping $700 off, by the way.

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You can get the same deal for the charcoal version of the robot vac, too. This model is not only specially made for picking up pet hair, it self docks and charges when it’s finished with the work.

It also comes with a mop attachment, so it can take care of those kitchen floors for you as well. Grab it while it’s still available for this fantastic price!

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Apple will replace AirPods Pro for free with faulty noise cancellation, static or crackling

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Today, exactly one year after Apple first launched the AirPods Pro — and thus the same day the very first AirPods Pro owners will see their one-year warranties expire — Apple has launched a repair program that offers free repairs or replacements for another whole year if your AirPods Pro experience issues with noise cancellation or static.

Specifically, Apple will fix:

Crackling or static sounds that increase in loud environments, with exercise or while talking on the phone

Active Noise Cancellation not working as expected, such as a loss of bass sound, or an increase in background sounds, such as street or airplane noise

Apple says only a “small percentage of AirPods Pro” are affected by the issues, but it apparently wasn’t just an early batch — Apple says affected units were manufactured “before October 2020,” meaning every AirPods Pro ever made might be eligible. That’s quite a recall if so. Apple says it will repair faulty AirPods Pro for two years after you first buy them.

We’ve heard complaints about degraded noise cancellation before, and at least one Verge editor has replaced their AirPods Pro under warranty. It’s nice to hear that Apple isn’t just cutting buyers off as soon as that warranty expires.

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This 55″ 4K TCL Smart TV Hangs on Your Wall for $200

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Best Tech DealsBest Tech DealsThe best tech deals from around the web, updated daily.

TCL 55″ S434 4K Smart TV | $200 | Best Buy

Best Buy has an insane deal going for a brand new 55″ 4K TCL smart TV. It’s the S434, which is pretty baseline for TCL’s lineup, but at just $200, there’s little to complain about. TCL’s panels are plenty sharp and accurate, and with this set, you’ll get HDR10 compliance for enhanced color and brightness in supported games and video content. This model has Android TV onboard for all your app needs, and with an included voice remote, all your favorite content is just a shout away with the help of Google Assistant.

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