What are Terminus's performance benchmarks for advertising campaigns?

Article Updated: October 2019

Within the Terminus Engage advertising platform, customers are able to report on advertising performance at the campaign, tactic, account, and ad creative levels.

To help customers better evaluate the performance of their advertising efforts, we review performance benchmarks across our customer base on a quarterly basis. Below, you'll find our current averages for the following advertising metrics:

  • Click-through-rate (CTR): Measures the number of users that clicked on your ad, and is the ratio of clicks to impressions.
  • Cost-per-mille (CPM): The amount an advertiser is charged for serving 1,000 (mille) impressions. *This is how Terminus customer's are billed for their media spend.
  • Cost-per-click (CPC): The amount an advertiser is charged every time an ad is clicked.

Benchmarks for Display Advertising

The following information reflects current display advertising industry key performance indicators, as well as current performance on the Terminus platform. While these benchmarks serve as guides to gauge your performance against, it is important to keep in mind that there are several factors that can affect your performance in these areas. These include:

  • Your overall and daily budgets (Have we allocated enough budget to effectively reach as many of our target audience as possible?)
  • Your audience selections (Does our performance align with what we'd expect to see from the departments and/or seniority levels we are targeting? For example, it can be more expensive to get in front of senior or C-level executives, and they also typically have lower click-through-rates)
  • Your ad messaging and design (Does our ad messaging/design align with creative best practices?)
  • Your advertising performance goals (What goals have I communicated to my Terminus Customer Success Manager? For example, if you requested to have your advertising tactics optimized to drive more impressions, you may have a higher CPM)
Metric Industry Averages Terminus Average
CTR 0.03 - 0.06% 0.19%
CPM* $8 - $20 $11.60
CPC* $3 - $18  $6.07

*Varies by industry/audience/personas

Our Ad Operations team works within our programmatic ad platform to ensure that your advertising campaigns are driving the highest quality engagement in your target accounts, while also optimizing your ad spend and overall performance. If you have any questions regarding your current performance, you can work with your Customer Success Manager and our Ad Operations team to discuss the specific needs of your program.

Retargeting, IP, and LinkedIn Targeting

As Terminus's display retargeting and global IP targeting capabilities are fairly new offerings, we are still working to gather data for benchmarking. Please work with you Customer Success Manager to discuss best practices for these advertising methods.

Additionally, these benchmarks do not reflect performance for Terminus campaigns serving on the LinkedIn advertising network


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