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What Does an Advertiser Want? Sales, Leads, Band Awareness? What Are the Best Metrics for Measuring These?

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What does an advertiser want? Sales, leads, band awareness? What are the best metrics for measuring these?

Visitors to the website

Click-through ads

Sales to increase profit – Marvel (search engine)

Brand awareness

As MedNet’s biggest advertiser, Windham wants higher sales to generate more profit through visitors’ click-through of advertisements and increase its brand awareness.  As a hugely successful search engine, Marvel has higher monthly visitors.  And it will reduce Windham’s advertising cost by the only charge based on the actual “clicked” on the advertisement.  However, it can’t serve as a serious source of trusted medical information for visitors.  Per exhibit 3, 93% of MedNet’s visitors will return for medical information which means MedNet provide reliable medical information and solutions.  With high return rate, MedNet visitors “stayed long and explored avidly, clicking around to clarify symptoms or determine the best course of action for a pressing health problem” (MedNet.com Confronts “Click-Through” Competition, pg. 2066) which they clicked on more pages and advertisements than general interest web surfers.  Also, per exhibit 3, 85% strongly agree that advertisers at MedNet are more likely to provide useful remedies and information than advertisers found on websites that don’t adhere to the same evidence-based standards.  Therefore, MedNet is more credible and reliable to visitors, and they will be more likely to make purchases through the advertisements shows in MedNet.  Therefore, MedNet’s credibility is important to help to increase Windham’s sales to generate profit.  For Windham, click-through rate is what matters.  Per Exhibit 2, Windham’s click-through rate is 3%, but it only has 1.4% in Marvel which close to half.  “Anytime that anyone sees your logo, your slogan, and your product’s name, you are theoretically doing your brand some good” (MedNet.com Confronts “Click-Through” Competition, pg. 2066), but it will not increase the brand awareness unless visitors seek product information and buy products.  Therefore, the best metrics for measuring these will be the website credibility, visitors return rate and click-through rate of the website.  They will decide how efficient the advertisements will work on the site to increase sales and brand awareness.

Group of visitors – the website target

Best Metrics:  

As MedNet’s biggest advertiser, Windham wants higher sales to generate more profit through visitors’ click-through of advertisements and increase its brand awareness.   Marvel has higher monthly visitors as a hugely successful search engine and Windham will only charge based on the actual “clicked” on the advertisement.  However, it can’t serve as a serious source of trusted medical information for visitors.  Per exhibit 3, 93% of MedNet’s visitors will return for medical information, and they “stayed long and explored avidly, clicking around to clarify symptoms or determine the best course of action for a pressing health problem” (MedNet.com Confronts “Click-Through” Competition, pg. 2066) which they clicked on more pages and advertisements than general interest web surfers.  Also, 85% visitors strongly agree that advertisers at MedNet are more likely to provide useful remedies and information than advertisers found on websites that don’t adhere to the same evidence-based standards.  MedNet is more credible and reliable to visitors, and they will be more likely to make purchases through the advertisements shows in MedNet.  Therefore, MedNet’s credibility is important to help to increase Windham’s sales to generate profit.  For Windham, click-through rate is what matters.  Per Exhibit 2, Windham’s click-through rate is 3%, but it only has 1.4% in Marvel which is half of MedNet.  “Anytime that anyone sees your logo, your slogan, and your product’s name, you are theoretically doing your brand some good” (MedNet.com Confronts “Click-Through” Competition, pg. 2066), but it will not increase the brand awareness unless visitors seek product information and buy products.  Therefore, the best metrics for measuring these will be the website credibility, visitors return rate and click-through rate of the website.  They will decide how efficient the advertisements will work on the site to increase sales and brand awareness. 

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