For an advertiser focused on branding, what are the key success metrics?
- Reach and frequency
- Clicks and Impressions
- Cost-per-conversions
- Conversion Rate
Explanations:
By analyzing reach and frequency data, you can estimate how many people saw your ads and how many times they saw them over a certain period of time. Note, that this measure is an estimate as google uses cookies and counts individual browsers, not people or IP’s. Some people use more than one browser or computer, and some people share browsers.
If your main goal is to raise awareness and visibility of your product, service, or cause, you’ll first want to determine whether your main goal is to increase traffic to your website or encourage customers to interact with your brand.
Once you establish the goals of your branding campaign, you can then measure success by monitoring impressions, conversions, and other statistics.
Reach and frequency: Reach is the number of visitors exposed to an ad. Increased reach means that an ad is exposed to more potential customers, which may lead to increased awareness. Frequency is the average number of times a visitor was exposed to an ad over a period of time.
Read more here: https://support.google.com/partners/answer/6172653?hl=en
