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Giveindia: On The Net For A Cause

The document discusses various online metrics that can be used to measure the effectiveness of online donation campaigns, including click through rate, transaction conversion rate, cost per click, and net revenue. It also provides strategies for improving donation rates based on analyzing the probability of donation, which is affected by the cost per click, impact of keywords, and balancing the click through rate and transaction conversion rate. The document recommends ways to optimize campaigns by adjusting bidding, keywords, landing pages, and creative elements like headlines and ad text.

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Anshu Kumari
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64 views6 pages

Giveindia: On The Net For A Cause

The document discusses various online metrics that can be used to measure the effectiveness of online donation campaigns, including click through rate, transaction conversion rate, cost per click, and net revenue. It also provides strategies for improving donation rates based on analyzing the probability of donation, which is affected by the cost per click, impact of keywords, and balancing the click through rate and transaction conversion rate. The document recommends ways to optimize campaigns by adjusting bidding, keywords, landing pages, and creative elements like headlines and ad text.

Uploaded by

Anshu Kumari
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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GiveIndia: On the Net for a Cause

Online Metrics
• Search Metrics – For optimizing search
– Click Through Rate
– Transaction Conversion Rate
– Probability of transaction
• Monetary metrics – For bid price/performance
– Cost Per Click
– Revenue per transaction
– Net Revenue
Online metrics (Contd.)
• Number of impressions
• Average cost per click (Cost/ #clicks): Average cost incurred
on clicks
• Click through rate (#clicks/ #impressions): A widely used
measure of efficiency of an online campaign, it indicates
the percentage of ad impressions that were clicked.
• Transaction conversion rate (#transactions/ #clicks):
Another popular metric, indicates the percentage of clicks
that resulted in transactions.
• Net Revenue (Revenue – Cost): Indicates the net revenues
after accounting for the cost incurred in a paid search
campaign.
Online Metrics (Contd.)
• Return on Ad spent (Net Revenue/Cost): This
is a measure of the returns on cost incurred.
• Average revenue per transaction
(Revenue/#transactions): Is a measure of the
size of transactions.
• Probability of transaction (CTR*TCR or
#transactions/# impressions): Gives the
probability of a donation; essentially it is the
ratio of transactions to impressions.
Improving Donations

Probability
CPC Impact of Keyword Strategy
of donation
Poor at sale, has a high
Low High Fund less or cut
cost
Low cost, excellent at
High Low Fund more
conversion
Try to reduce cost by
Excellent at sale, high adjusting campaign through
High High
cost bid strategy, match type,
position
Low low Low cost poor at sale Improve headline, ad text
Improving Donations – CTR-TCR
Increasing CTR and TCR.
CTR depends on the match between intent of search and the ad headline/ad text.
TCR is dependent upon the match between intent and the landing page content.

CTR TCR Impact of Keyword Strategy


Low High Poor at lead generation, high in converting Fund more, review ad text
leads and headline
High Low Good at generating leads, poor at Examine landing page
converting leads
High High High in generating leads, high in Ideal campaign, beware of
conversions competitor, learn from this
campaign
Low Low Poor in generating leads and poor at Fund less or withdraw
converting them support

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