At Riley & You, the campaign strategy for our digital advertising solutions is different. If you are looking for maximum exposure, huge numbers, or the broadest possible reach, our solutions won’t be a good fit. Over the last decade-plus, we have developed proprietary solutions tailored to reach and engage an Affluent Audience. Only a fraction of people in your market will see your campaign – and that is by design. Our system is focused solely on reaching a high-end niche audience.

Below are brief explanations of the Key Performance Indicators (KPIs) you'll see on your Campaign Performance Reports:

Social Media Campaigns

These campaigns aim to increase awareness of your brand with your Affluent Audience. Social Media Campaigns typically include visual elements and copy intended to drive traffic to your website or a custom Dynamic Landing Page (DLP). DLPs are designed to expand on the ad messaging while functioning as a doorway to your website.

While there are dozens of data points we review for each campaign regularly, here’s a brief overview of the KPIs our team is watching for each Social Media Campaign:

• Impressions. Whether the objective is Brand Awareness or Traffic, Impressions tell us the number of times ads are seen. They help measure how well the campaign is permeating your high-end market.
• Ad Click Thru Rate (CTR). This helps us know if the content of the ads is connecting with your Affluent Audience. With Social Media campaigns, we only have a few seconds to stop someone as they scroll through their feed. CTR helps us understand which creative elements are working and which we need to adjust.
• Engagement and/or Action Rate. If your campaign includes Dynamic Landing Pages, these metrics show us how consumers interact with the landing page after they click on an ad. Engagement Rate tells us if they stuck around long enough to read the page. Action Rate tells us if they clicked on a link, button, or other CTA on the page. Taken together, these metrics help us understand if the campaign is creating enough curiosity with consumers to ultimately lead them to your door.

Search (PPC) Campaigns

Our Search Campaigns are designed around your priorities and are hyper-targeted to reach your Affluent Audience (based on our market research and your hard-earned knowledge of your local market).

Here are the KPIs we are monitoring to best optimize your campaign:

• Impressions. A primary objective of a Search Campaign is to consistently place your business top-of-mind with your Affluent Audience when they are searching online. Impressions are the number of times ads are seen and are a measure of how well the campaign is permeating your high-end market.
• Ad Click Thru Rate (CTR). This helps us gauge the quality of the hyper-targeted audience, ad content, and keyword targeting.
• Top of Page Rate. Google’s Top of Page Rate measures how often your ads show at the top of the page above unpaid search results. This metric helps us gauge the visibility of your ads against local competitors and gives us insight into how to fine-tune the hyper-targeting for your Affluent Audience. If we want to make you top-of-mind with your Affluent Audience, being one of the first listings they see when searching online is important.