One confusing thing when talking to someone about online advertising for the first time is the question: where are my ads going to be displayed? It’s hard to explain because probably you can mention platforms (Facebook? Google Search? Twitter? – Mobile? Desktop?) but the complexity is more related to at what exact moment and in which placements your ad will have the chance of being shown, generating impressions, clicks, views or whatever KPI we are working on. By the way, what is a KPI?
Let’s just start by saying the definition of KPI: Key Performance Indicator. This is important for two reasons. First of all, because it will define what you consider success (or not). What is success for your business? Getting likes? I don’t think so. But if it was, the number of likes would be your KPI. Think that probably is more relevant the number of leads or new clients, for example. Or it can also be number of new App Installs you drove. Continue reading