How to evaluate the results of a display campaign in search results
You can view reports on the results of your advertising campaign after your ads start being served. Regularly review the statistics to evaluate the effectiveness of your campaign.
Which metrics to track
To analyze the effectiveness of a Mini banner in search results, it is important to evaluate its reach and appeal to users.
- Impressions
- Number of viewable ad impressions.
- Clicks
- Number of clicks on the banner.
- Reach
- The number of unique users who viewed the ad. The reach is calculated based on the history of impressions on different user devices (smartphones, tablets, and desktop computers).
How to generate a report
Click the View statistics link on the display campaign page. In Report Wizard, create a report using the following settings:
- Dimension
- Choose “For selected period”.
- Attribution
- Select “Last impression from Yandex Direct cross-device”.
- Columns
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Select metrics:
- Impressions
- Clicks
- Reach
- Conversions.
- Total expenditure
In the report, you will see:
- Media reach produced by advertising.
- How many conversions did the display ad attract? Learn more.
- How often users interacted with your banner.
How to make decisions based on statistics
- How to compare banners
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Unlike performance campaigns, banners belonging to the same ad group are served uniformly. You can compare them by the number of clicks. This shows user engagement with the banner. Add the Ad/banner № cross-section to the report and the Clicks and CTR (%) columns, and compare the metrics between banners.
- How to interpret statistics on clicks and conversions
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Display ads can result in traffic to your website and purchases. You can compare different display campaigns by the number of clicks and conversions, but remember that reach and frequency of impressions are more important for them than clicks and conversions. You shouldn't compare the number of clicks and conversions with similar indicators in performance campaigns, because performance advertising focuses on existing demand, while display advertising creates more interest in a “cold” audience.
