The digital landscape is changing so rapidly that planning for 2018 and beyond can seem daunting. With ongoing needs to define success and measure ROI, digital marketing discussions can lead to more questions than answers.

The good news is that building a winning digital presence doesn’t have to be a mystery. Here are a few of the latest key terms and trends to help you navigate – and enhance – your digital presence as you finalize your annual plans and budget:

• What is CPA, CPC, CPM?
Cost per Acquisition (CPA), Cost per Click (CPC), and Cost per Thousand (CPM) are all variations of digital marketing pricing models. For example, a CPA ad platform would only charge you when a new lead or sale is generated from an ad. Similarly CPC platforms charge you per click and CPM models charge you for each 1,000 impressions. All of the options can have pros and cons, depending on your objectives. You will typically pay more for an acquisition or click than an impression.

• What is a good CTR (Click-Through Rate)?
The number of people who click on a link in an ad or an email can vary widely.

CTR for Email campaigns
According to data as of February 2017, the average CTR for “Business and Finance” was 2.73%. The average Open Rate for this same category was 20.97%. If you notice your own statistics dropping, you may want to take a look at how well you are defining your segments. In general, the more targeted the message, the better.

CTR Online ad campaigns
It depends. Are we talking search/keyword or display? And for display, are we talking static or rich media? To further segment, different industries and different geographic areas have different benchmarks, as well. In general, for all industries:
•  Across all ad formats and placements Ad CTR is just 0.05%
•  Rich media Ad CTR is 0.1%
•  AdWords search networks for the financial industry is 2.65%
•  Google Display Networks (GDN) for the financial industry is .33%

• What’s a good number of impressions based on my investment?
There is also no one size fits all answer. If your goal is to increase awareness, then simply tracking the impressions (or number of times your ad appears) could be sufficient. However, if your actual goal is to increase auto loans or encourage consumers to take some other specific action, then simply looking at impressions alone won’t be enough. You’ll also need a way to track how many of the impressions are actually drawing people to your site and, ultimately, resulting in new loans.

Need a little help navigating the digital landscape? Contact us today to learn more about how we can help ensure your digital presence is all it should be – whether that means a website redesign to ensure ADA compliance, updating your digital marketing strategy, or creating an entirely new digital approach.

Sources:, WordStream and