KPIs for Marketing

KPIs for Marketing: display ad ROI

Learn how to measure the success of your display ad campaigns with the right Key Performance Indicators (KPIs).

Marketing campaigns are an essential tool for businesses to promote their products and services. When it comes to online marketing, display ads are a popular way to increase brand visibility and attract potential customers. However, how can businesses measure the effectiveness of their display ads? One way is to assess their display ad ROI, which enables them to evaluate the performance of their marketing campaigns and optimize their strategies. In this article, we'll dive deep into understanding and evaluating display ad ROI, as well as exploring the different KPIs that matter.

Understanding Display Ad ROI

Before we can dive into assessing display ad ROI, we'll need to understand what it is. Display ad ROI measures the return on investment (ROI) generated from a company's display advertising campaigns. The main goal of any marketing campaign is to generate revenue, so by measuring ROI, businesses can determine the effectiveness of their campaigns and make data-driven decisions for future campaigns. Display ad ROI is calculated by subtracting the cost of the advertising campaign from its revenue, and then dividing that result by the ad campaign's cost again.

What is Display Ad ROI?

Display ad ROI is a quantifiable way to assess the effectiveness of your display advertising campaigns. It enables businesses to determine how much revenue their campaigns generated, compared to the cost of their campaigns. This calculation helps businesses make data-driven decisions for their future advertising campaigns, ensuring they are investing their resources effectively.

Importance of Measuring Display Ad ROI

Measuring display ad ROI is critical because it enables businesses to identify their most effective advertising campaigns. By analyzing the ROI of different campaigns, businesses can determine which ads generate the most revenue and optimize those ads to improve performance. This approach helps businesses allocate their resources more effectively, leading to higher return on investment and increased revenue.

One of the key benefits of measuring display ad ROI is that it allows businesses to track the success of their advertising campaigns over time. By comparing the ROI of different campaigns, businesses can see which campaigns are consistently generating high returns and which campaigns may need to be reevaluated. This information can be used to refine advertising strategies and improve the overall effectiveness of future campaigns.

Another important factor to consider when measuring display ad ROI is the impact of ad placement. Different ad placements can have a significant impact on the success of an advertising campaign. For example, ads placed on high-traffic websites or in prominent positions on a page may generate higher returns than ads placed in less visible locations. By tracking the ROI of ads in different placements, businesses can optimize their ad placement strategies to maximize returns.

Measuring display ad ROI can also provide valuable insights into the behavior of your target audience. By analyzing the ROI of different campaigns targeted at different demographics or using different messaging, businesses can gain a better understanding of what resonates with their audience and tailor their future campaigns accordingly. This approach can help businesses build stronger relationships with their customers and increase the effectiveness of their advertising efforts.

Overall, measuring display ad ROI is an essential component of any successful advertising strategy. By tracking the ROI of their campaigns, businesses can make data-driven decisions and optimize their advertising efforts to generate higher returns and increase revenue.

Key Performance Indicators for Display Ads

Display advertising is a popular form of online advertising that involves placing ads on websites, social media platforms, and other digital channels. These ads can be in the form of images, videos, or text and can be targeted to specific audiences based on their interests, behaviors, and demographics. Display advertising can be an effective way for businesses to reach new customers and promote their products or services.

Now that we understand what display ad ROI is and why it's important, let's explore the key performance indicators (KPIs) that can help businesses measure ROI when evaluating their display ad campaigns:

Click-Through Rate (CTR)

CTR measures the number of clicks on an ad per impression. It is calculated by dividing the number of clicks by the number of impressions. A high CTR indicates that an ad is engaging audiences and driving traffic to a business's website, leading to a higher ROI. A low CTR, on the other hand, may indicate that the ad is not resonating with the target audience, and adjustments may need to be made to the ad creative or targeting strategy.

It's important to note that CTR is not the only metric that matters when evaluating the success of a display ad campaign. While a high CTR is generally a positive sign, it's also important to consider the quality of the traffic that is being driven to the website. For example, if a high percentage of clicks are coming from users who quickly leave the website without taking any action, the campaign may not be generating a positive ROI.

Conversion Rate

The conversion rate measures the percentage of people who take the desired action on a website after clicking on an ad. Actions that can count as conversions may include filling out a form, making a purchase, or subscribing to a service. High conversion rates signal that an ad is successfully driving high-quality traffic to a business's website, leading to a higher ROI.

Businesses can improve their conversion rates by optimizing their website's landing pages to align with the ad's messaging and design. For example, if an ad promotes a specific product, the landing page should provide more information about that product and make it easy for users to make a purchase. Businesses can also experiment with different ad formats and targeting strategies to see which ones lead to the highest conversion rates.

Cost per Click (CPC)

CPC is the average cost for each click on an ad. Lower CPC suggests that businesses are acquiring more clicks per cost, indicating better value for the resources invested. A lower CPC can lead to a higher ROI and more efficient advertising campaigns.

Businesses can lower their CPC by improving the relevance and quality of their ads. Ads that are highly relevant to the target audience are more likely to be clicked on, leading to a lower CPC. Businesses can also experiment with different bidding strategies and targeting options to see which ones lead to the lowest CPC.

Cost per Acquisition (CPA)

CPA measures the cost per conversion, which is the average amount businesses spend to acquire a new customer. This metric calculates the total cost of a campaign and divides it by the number of conversions. Lower CPA means that businesses are acquiring new customers without investing too many resources. A lower CPA leads to a higher ROI.

Businesses can lower their CPA by improving the quality of their traffic and optimizing their website's conversion funnel. By targeting audiences that are more likely to convert and providing a seamless user experience on their website, businesses can acquire new customers at a lower cost.

Return on Ad Spend (ROAS)

ROAS measures the revenue generated by an advertising campaign compared to its total cost. To calculate ROAS, divide your revenue by the total cost of your ad campaign. ROAS is vital to evaluate the effectiveness of your advertising campaigns because it measures the amount of revenue you've generated by investing institutional resources.

A high ROAS indicates that a campaign is generating more revenue than it costs, leading to a positive ROI. Businesses can improve their ROAS by optimizing their ad creative and targeting strategies to reach audiences that are more likely to convert. They can also experiment with different ad formats and bidding strategies to see which ones lead to the highest ROAS.

Overall, by monitoring and optimizing these KPIs, businesses can improve the ROI of their display ad campaigns and drive more revenue from their advertising efforts.

Setting Goals and Benchmarks

Display advertising can be a powerful tool for businesses looking to increase brand awareness, drive traffic to their website, or generate leads. However, before investing significant resources in a display advertising campaign, it's essential to set clear goals and establish benchmarks to monitor and evaluate ad performance.

By setting and tracking these benchmarks, businesses can ensure that they are on track to achieving their goals and adjust their strategies as needed. In this article, we'll explore how businesses can define their marketing objectives, establish realistic KPI targets, and continuously monitor and adjust their benchmarks to optimize their display advertising campaigns.

Defining Your Marketing Objectives

When setting marketing goals, it's essential to align them with your overall business objectives. Consider what you aim to achieve from your display advertising campaigns and how your marketing goals can help reach those business objectives.

For example, if your business objective is to increase website traffic, your marketing goal might be to drive a specific number of visitors to your website through display advertising campaigns. When setting your objectives, make sure they are specific, measurable, achievable, relevant, and time-bound (SMART).

Establishing Realistic KPI Targets

Once you've defined your marketing objectives, the next step is to set realistic KPI (key performance indicator) targets aligned with achieving those objectives. KPIs are metrics that businesses use to measure the success of their advertising campaigns.

For example, if your marketing goal is to increase website traffic, your KPIs might include the number of clicks, click-through rate (CTR), and cost per click (CPC). By tracking these KPIs, businesses can determine whether their advertising campaigns are on track to meet their goals and adjust their strategy if necessary.

Monitoring and Adjusting Your Benchmarks

Once you've established clear objectives and set realistic KPI targets, you must continuously monitor and adjust your benchmarks. This monitoring process will help ensure that campaigns are efficient and generate the intended results.

For example, if your marketing goal is to increase website traffic, you might set a benchmark for the number of clicks you expect to receive from your display advertising campaigns. If you find that your campaigns are not meeting this benchmark, you might adjust your targeting, ad copy, or bidding strategy to improve performance.

In conclusion, setting clear goals and benchmarks is essential for businesses looking to optimize their display advertising campaigns. By defining marketing objectives, establishing realistic KPI targets, and continuously monitoring and adjusting benchmarks, businesses can ensure that their campaigns are efficient and generate the intended results.

Analyzing Display Ad Performance

After setting goals and establishing benchmarks, businesses can analyze their display ad campaign's performance. Here are three key areas to focus on when analyzing ad performance:

Evaluating Ad Creative and Placement

The design and placement of ads significantly impact their performance. Evaluate which ads and placements generate the most clicks, conversions, and revenue, and optimize those ads accordingly to drive even better results.

Identifying High-Performing Ad Channels

Ad channels refer to the different platforms in which your ads run. By identifying the ad channels that are generating the most significant ROI, businesses can allocate more funds and resources to those channels to further boost their marketing campaigns' performance.

A/B Testing for Optimization

A/B testing is a process where businesses test different ad variations and compare their results. This process enables businesses to try out different copy, images, or ad placement to determine which version of their ad performs best. By experimenting with different ad versions, businesses can optimize their ads for better performance.


Display ad ROI is an essential metric businesses should track when running display advertising campaigns. By setting clear goals and establishing benchmarks and monitoring ad performance, businesses can make data-driven decisions to optimize their campaigns and maximize their ROI.