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Impressions mean NOTHING !


So, I’m starting to see this dirty little word "impressions" creeping back into our lingo and I wanted to nip this in the bud before people actually take this as an important part of your social media marketing.

To clarify, it means nothing! 



If people brag about Impressions or companies try to sell you based on “Impressions” walk away NOW!


Let’s look at some social terms and what they “actually” mean using a common letter box drop as a comparison.


Impressions

Formal explanation

The amount of ads created for deployment..


Nics explantation

How many DL's were printed – who actually cares?



Reach

Formal explanation

The number of people that see your content.


Nics explanation

The amount of letter boxes they are put in – ok, that’s useful to know.


Click through rate

Formal explanation

The proportion of visitors to a web page who follow a hypertext link to a particular site.


Nics explanation

The amount of people who got your DL in the letter box & took it inside and read it start to finish.


So, I’m certain you can see that reach and CTR are what’s important.


In a space filled with “lingo” it can be quite easy to be amazed by figures & if there's one thing I can do it's to break it down so it's simple to understand just what IS important for you.


Let’s look at a recent Bespoke client’s figures and I’d love to hear your feedback as to what’s important for you as an agent here.


Impressions – 64,203 – the amount of ads created for deployment.

Reach – 32,394 – amount of people who actually saw it.

CTR – 438 – how many people looked into the ad further.

Cost per click – 12 cents – how much it cost for an enquiry.


There’s a lot of companies out there selling impressions and #influencers selling you that impressions matter, they don’t.


As always, please feel free to get in touch with me for a chat if I can help in any way & I hope you found this helpful.


Nic Fren

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