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.
Let’s mention some KPIs:
- Clicks
- Impressions
- Conversions
- Leads
- Video Views
- App Installs
- etc.
This was important to mention because according to the KPI you decide to work with, you will better understand what a placement is. For example, Snapchat is not the best place to generate clicks. Probably is better for generating video views. Or it wouldn’t be accurate to use Pinterest to generate Leads. Probably it’s better to actually sell products. And Instagram for sure is an excellent platform to promote your new app. At the end of the day, people using Instagram are already using their mobile phone and they are just one click away from a new app install.