2016 was a huge year for online digital advertising. We saw mobile search queries surpass desktop searches for the first time in history, we saw new ad platforms pop up on social networks like Pinterest and Snapchat, and of course we saw a ton of new innovations by Google and Facebook.
Here at Magnifi, we like to total up our clients’ results across all the ad networks we manage for them, and compare the year-over-year performance trends. To put it mildly, we crushed it again last year!
Magnifi’s eComm clients tracked a 157% average improvement in Revenue! Return on Ad Spend, or ROAS, averaged $4.04, a 24% improvement over 2015. Cost-per-Click, or CPC, averaged $0.54, a decline of 15%. Average Click-through-Rate, or CTR, was flat at 1.8%. Conversion Rate, or CVR, was down slightly, to 3.3%. ROAS improvements were driven by reduced CPCs and increased Average Order Values, or AOVs.
Lead Gen Accounts
Magnifi’s Lead Gen clients (both B2B and B2C combined) tracked a 62% improvement in Conversions! Cost per Lead, or CPL, averaged just below $19, a 27% improvement from 2015. CPC averaged $0.98, a decline of 25%. Average CTR was up to 0.8%, and Conversion Rate was up slightly, to 5.2%.
Brand Awareness Accounts
Our clients whose goals are to simply drive site traffic and increase brand awareness tracked a 300% growth in Clicks from 2015 to 2016! CPC averaged $0.89, a 28% improvement year-over-year. Impressions grew an average of 464%.
How Did We Do It?
We’d love to share our formula for success here, but our secret sauce is just that…secret. We can, however, tell you that our methodology includes a mix of the following:
- Clearly understanding our clients’ goals, products/services, and past performance.
- Accurately and precisely measuring conversions.
- Using real data – not guesses – to make decisions.
- Relentlessly testing ads, landing pages, and conversion funnels.
- Executing customized bidding strategies.
- Utilizing cutting-edge technologies and third-party data sources.
- Frequently communicating with clients.
- Employing years of experience.
- Doing lots and lots and lots of hard work.
Your Next Steps
If you aren’t thrilled with the way your campaigns performed last year, or don’t feel like you’re getting the level of service that you deserve, we encourage you to reach out to Magnifi for a free account audit. We’d love to show you what we can do for you.
Here’s to a profitable 2017!