Typically, marketplace reports on advertising campaigns show:
rate (most often the price per 1000 impressions);
total number of impressions;
total number of clicks;
CTR (click-through rate);
total number of orders.
The amount of orders is very important. Clicks and impressions without continuation only worsen the position of the card on the marketplace.
To reduce the DRR it is necessary:
Work on the information content job seekers data package and attractiveness of the product card. It is especially important to pay attention to this point if there are many impressions and clicks, but few orders. This means that the product is visually appealing, but something prevents the audience from purchasing it.
Optimize the advertising campaign. Again, if there are many impressions and much fewer clicks. For example, on Wildberries, to exclude impressions for irrelevant queries, you need to review the keywords selected by the marketplace for compliance, and also add everything that raised questions to the "minus phrases". It is a little more difficult to work on DRR on OZON - there is no way to manage "templates" there. It remains to attract external traffic to record in the program's memory what the target audience of the product is.
Optimize the rate. It has long been known that the advertising rates displayed in the personal accounts of OZON and Wildberries are often overstated.
It is necessary to conduct a thorough analysis of the DRR and take the results into account in sales analytics, especially when it comes to calculating unit economics. By reducing it, promotion becomes much more effective and income, accordingly, increases.
Frequently asked questions about DRR
This article describes in detail what DRR is in advertising. It is a popular marketing tool that helps to accurately assess the success of current advertising campaigns. It is a mistake to think that expensive advertising guarantees 100% brand recognition and a super-powerful influx of money. You need to choose the advertising channel that is visited by your target audience. To do this, you must first set up targeting, then invest in effective promotion and ultimately receive good income from sales.
How can I find out the data needed to calculate the DRR?
Full information about advertising expenses can be seen in the advertising account.
What is important to consider when calculating the DRR?
Before calculating the DDR, you need to take into account some factors, namely:
the company's expenses on marketing, advertising, employees and their training, software and innovative technologies;
the correct calculation interval, which is selected taking into account the type of product and the specifics of its sale.
What is the use of DRR calculations?
The results obtained will enable you to find effective ways to increase your income. Sometimes company owners want to make sure that the chosen marketing strategy is really working. They want to increase the conversion of the site and understand which promotion channels work best. DRR makes it possible to determine the level of efficiency of the company's use of available resources.
Author of the article
Maxim Pushkarev
Maxim Pushkarev
Leading specialist in contextual advertising
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