Digital Marketing Metrics & Analytics

Evaluation Criteria

Evaluation Criteria for Display Advertising

topseos.com, the independent authority on search vendors, has done the research into the best practices of the best display advertising companies in the online marketing industry. Since 2002, our research and rankings online showcase companies which have proven they are the best. Companies on our list have excelled in campaign analysis, effective ad creation, CPA minimization, campaign tracking, and various reporting methods.

Each display advertising company performs an in-depth campaign analysis in order to understand the current status of display advertising campaigns, the results being achieved, and identifying various strengths and weaknesses.

The ability to create effective display advertisements for their customers is measured and compared between the best companies in the industry. The best companies produce ads which are effective at capturing the attention of the customer without pestering or discouraging them.

The vendor’s minimization of the cost per acquisition is another vital aspect evaluated by us. Are the ads pointed to landing pages that are going to help convert off of what is being advertised? Do the ads effectively target the person searching for the product or service?

Each of the best display advertising companies engage in various aspects of campaign tracking to better understand the effectiveness and success of various display advertisements based on the design and message of the banner and the channel in which the banner was displayed.

The reporting methods of the service provider are also another critical aspect. The various reports which they provide their customers are analyzed for useful and helpful information which helps the customer understand the value and success of the campaign as well as the progress over time.

A few of the questions that we may ask clients of these display advertising firms are:

General Queries:

  • What type of needs analysis was conducted before work initiated?
  • What type of a ROI were you anticipating, what was achieved and in what time frame?
  • What would be 3 things you would change about your experience?
  • What was your total investment?
  • Rate your overall experience (1-10; 10 being the highest).


Project Specific Queries:

  • How is your display advertising campaign monitored actively?
  • What type of a ROI were you anticipating, what was achieved and in what time frame?
  • What would be 3 things you would change about your experience?
  • What was your total investment?
  • Rate your overall experience (1-10; 10 being the highest).

Rankings

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