In her role as Advertising Assistant at Simon & Schuster, Kate Peppiatt evaluates important advertising metrics during a campaign to determine its level of performance. The specific metrics that are measured depend on the goal of a paid ad—to create awareness, increase consideration, or drive conversion. When trying to create awareness for a book, the team reviews impressions. These are the number of individuals that the ad was shown to and they now know about the book. When trying to increase interest in a book the team focuses on clicks, engagement, and interaction. When conversions are the goal, the team evaluates the number of book units sold versus the amount spent on the advertising. It's important there is a return on the investment.
Peppiatt says the team is constantly learning from ad campaigns and evaluating ad performance to see what is working and what isn't. They want to ensure they are reaching readers and capitalizing on any trends or seasonal opportunities.