• Alvi Campos - Real Estate Masterclass

High Impressions, Low Clicks; Failed Marketing Campaign? Not necessarily.

Updated: Apr 27, 2021

In a previous post, I discussed reach and impressions; impressions are defined as when an advertisement or any other form of digital media renders on a user's screen. Impressions are not action-based and are merely defined by a user potentially seeing the advertisement, making CPM campaigns ideal for businesses intent on spreading brand awareness. So, in the most basic terms, impressions are how many times an ad is seen within a marketing campaign.

Most advertisers will say that a campaign with a high impression rate and low click rate is a cause for concern. In some instances, this is a very problematic situation that can be a result of poorly designed display ads or AdWords that do not connect with potential consumers. So, when is a high impression rate and low click rate acceptable? During a brand awareness campaign.

Many people who advertise feel comfortable promoting content on Facebook and Instagram. Promoting on these platforms is made easy, but hitting that big blue promote button may not be the best use of your marketing budget. Am I saying you should not advertise on Facebook and Instagram? Absolutely not, both these platforms are valuable with any digital marketing campaign, however, the solution is not hitting the promote button as by promoting in this manner you are not optimizing your digital campaign. In addition to that, Facebook and Instagram charges per impression that the traction your marketing budget gets on these platforms may not be as effective and far-reaching as a display ads campaign which you can set to charge you per action taken on your ads.

So what does this all mean? If I told you that I could reach 100K potential consumers and only pay for the consumers that chose to learn more as opposed to paying for 100K potential consumers just to see the ad pop in their feed, what option would you choose? If it were for a brand awareness campaign, I would choose the former. Why? Paying per click allows you to get “free” advertising while only paying for those consumers that take action on your ads. This allows you to increase your reach at a minimal cost as opposed to paying per impression.

In my real estate masterclass, I teach you how to promote content through various platforms in a cost-effective way to get the most for your marketing budget. Learn the difference between a display ad campaign and a Facebook campaign and allocate your marketing budget accordingly. Not only will this help you reach potential clients, a properly ran campaign will help you grow your brand in a cost-effective matter while generating leads.

Contact information:

C: (306) 716-2774

E: alvi.campos@century21.ca Download digital business card here.

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