The beginning web developer face need of calculation of conversion of contextual advertizing sooner or later. It is very important for detailed study of an advertizing Internet campaign, but it is necessary to belong to calculation of indicators of conversion with the maximum gravity.
What is a conversion indicator
One of the most effective methods of attraction on the website of target audience is the contextual advertizing. The service of contextual advertizing "Yandex.Direct" allows to post graphic and text declarations which demonstration to the specific user is made according to its most frequent requests in the search engine on third-party sites.
The efficiency of such advertizing is quite high, but the commercial benefit is represented not by(with) visit by the user of the page, but commission of specific actions by it. For example, if the visitor of an Internet resource made purchase, added goods to cart, used a form of feedback or wrote a response, the so-called hit serving as an indicator that advertizing not just interested the person, and was for it really useful is result.
The relation of hits to the total number of visitors is called conversion. The exact value of conversion allows to evaluate efficiency of the declaration and to make some amendments. It is also one of methods of a research of quality of content presented on the website. If the most minor changes were even made to marketing model or advertizing campaign, the indicator of conversion of visitors for a certain period will give evident display of effectiveness of the applied technology. Thus, the value of conversion not only defines efficiency of the declaration, but also serves as an indicator of success of all methods of advance of the website.
How to calculate conversion for contextual advertizing "Yandex.Direct"
For finding of exact value of an indicator of conversion it is necessary to separate number of the visitors who made hits into total number of viewings the website from unique hosts and to increase result by 100%. There is one small nuance: inflow of traffic on the website is not only transitions on cliques to contextual advertizing as also links on other resources or search results can attract audience.
For calculation of conversion of contextual advertizing it will be required to set on the website the code of service "Yandex. Metrics". It will give the chance not only to keep track of the number of visitors from different sources, but also will help to define how many any given hits were made by users.
There is also other system of calculation of conversion allowing to define an economic benefit from use of contextual advertizing. For this purpose it will be required to determine the conversion cost, having separated the sum of monthly payment of contextual advertizing into the number of visitors who came to the website from this source. The turned-out number needs to be separated into quantity of hits that will give an exact indicator of publicity expenses of certain goods and will help to evaluate profitability of a resource.