Views vs Engaged Readers: How to Measure Quality in Marketing
Photo: Glasopor lightweight fill material for foundation delivered to The Plus BREEAM Outstanding project.
In digital marketing, there is a significant difference between simple views and engaged readers. Views only give an indication that an ad has been seen, while engaged readers provide much more valuable information about actual interactions with the content.
Greenbuilt reports on a “reader” defined as a user who has been active for over 30 seconds – a far more precise measure of engagement than quick views in a feed or a click that doesn’t provide insight into the depth of interest.
Cost per Click (CPC) on LinkedIn
Determining an accurate cost to reach a specific target audience, such as architects on LinkedIn, can be challenging. This depends on several factors such as targeting, competition, and ad format. Generally, the cost per click (CPC) on LinkedIn ranges from $5 to $9, especially for professional groups like architects, where competition can be high (source: LinkedIn Ads Guide).
However, a low CPC does not necessarily mean you are reaching the right customers. Many of those who click on ads may have little interest in the content, or they click accidentally. Therefore, it is essential to include metrics such as time spent reading to get a more accurate assessment of the quality of those engaging with your content.
What is a “Reader” in Digital Marketing?
Many media define a “reader” as someone who has opened an ad, even if they have not interacted with it in a meaningful way. For example, a user who scrolls past an ad under an article or who is redirected to a URL without reading the content may be counted as a “reader.” However, such views provide little insight into the depth of engagement.
To get a more precise understanding of the quality of a reader, it is crucial to include metrics such as actual reading time. This can give a more accurate indication of whether the content has had a real impact on the target audience.
Quality Targeting through Surgical Marketing
Between 2015 and 2020, we had great success reaching target audiences in the construction industry through successful conferences and a targeted newsletter. Our newsletter focuses on green architecture and sustainable solutions and has a subscriber base consisting of relevant actors such as architects, developers, large property owners, contractors, regional councils, and the hospitality industry.
By using surgical marketing, we can target content and ads to those who are truly interested in sustainable solutions. Every piece of content, including ads, is pre-qualified for relevance to green architecture, ensuring high-quality readers engage with it.
Transparent Reporting and Quality Measurement
We are dedicated to providing our clients with honest reports on the quality of readers and content being distributed. With our quality measurement system, we can ensure that ads reach the right readers and that those who engage have high value. We believe that investing in quality leads to better results than focusing solely on quantity.
Contact us today to achieve outstanding results through a close collaboration on communication and digital marketing! We’re here to help you achieve your company’s sustainability goals.
post@greenbuilt.no / +47 47847774
Source
There are several relevant sources and methods for evaluating engagement measurement in digital marketing, which define a “reader” as a user who has been active for at least one minute, in line with best practices for evaluating true user engagement.
Here are one relevant source that support the importance of read time and active engagement over quick views or clicks:
Google Analytics – “Engagement Metrics”
Google Analytics defines engagement as factors such as time spent on the site and the number of pages viewed. This is directly related to measuring how “active” visitors are, as opposed to just counting views. Google promotes engagement as a strong indicator of the quality of visits, and recommends using time on the page and average session duration as metrics to understand users’ true interest.
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- Source: Google Analytics
Sources support the importance of focusing on read time and active engagement as indicators of the quality of interactions in digital marketing, rather than relying solely on clicks or views. This provides more accurate data on how the target audience is truly engaging with your content.
Contact us today to achieve outstanding results through a close collaboration on communication and digital marketing! We’re here to help you achieve your company’s sustainability goals.
post@greenbuilt.no / +47 47847774