SKILL UP! 11
IN CONTEXT
- The metrics
Cath: How do we know we’re
reaching the right people?
Tom: We look at the engagement
metrics. Let me talk you through
the latest results. As you can see
on this slide, campaign three has
a better click-through rate. It’s al-
most 11 per cent.
Gitti: That’s impressive. And how
long are people staying on our
site?
Tom: Much longer than before.
This is where it gets really interest-
ing. For campaign two, the bounce
rate is much higher. It’s 65 per
cent, while for campaign three, it’s
less than 45 per cent. That’s a very
good result. It means we are tar-
geting the right people with these
ads. This also means that CPA was
lower than any other past cam-
paign.
12. The final results
Gitti: How have we performed?
Tell me what you know.
Cath: We’ve increased our fanbase
and page impressions.
Gitti: Can you talk me through
the figures?
Cath: Social-media shares are up.
Page views are up. Newsletter
sign-ups have increased by over
25 per cent.
Gitti: That’s incredible.
Cath: But it’s not at all surprising.
Our campaigns micro-targeted
and re-targeted people who would
be interested in your kind of ho-
tels. It wasn’t just about increasing
brand awareness and brand reach.
Our main KPI was to increase
bookings.
Gitti: How does that look?
Cath: They’ve gone through the
roof!
Phrase Bank
For a list of all the key phrases used in
the dialogues, see pages 12–13
The SiTuaTion:
After a number of different
campaigns, it’s time to look at
the results.
slide
, Folie
talk sb. through sth.
, etw. mit jmdm.
durchsprechen
go through the roof
ifml. , in die Höhe
schnellen, durch die
Decke gehen
incredible
, unglaublich
