Interactions

What is an Interaction? 

In digital marketing, an interaction is a crucial step. At Brilliant Metrics, we define it as the moment someone in your target audience clicks on what we prompt them to. It’s the digital turning point that transforms prospects into engaged users and customers.

We look at interactions in two main ways: Web and Ad. This helps us better understand how people are connecting with what you put out there.

  • Web Interactions: Counting new website sessions from ad clicks, ensuring genuine engagement and filtering out accidental clicks, applicable to display, social, or video ads.
  • Ad Interactions: Engagement with ads outside direct clicks to the landing page. These vary per platform, but the most common are “likes,” comments on social posts, shares of social posts, and views of videos beyond 75%..

Why are Interactions Important?

Interactions are crucial in your marketing journey because they mark the shift from someone merely viewing your content to actively engaging with it. At Brilliant Metrics, we emphasize the value of these interactions for a few key reasons:

  • They Validate We Hit the Right Audience: The right audience is much more likely to interact with targeted creative, while the wrong audience ignores it. The more targeted your creative, the more confident we can be that interactions means we reached the right audience.
  • They Validate Content Resonance: Assuming you have the right audience, an interaction means that the creative grabbed their attention and the content or offer was relevant.  

These interactions are the insights that help you refine and enhance your marketing strategies, ensuring you’re connecting effectively with your audience.

How to Increase Interactions

Improving interactions is all about making your marketing more effective. You want more people to engage with your content, right? Here are some ways you can boost those interactions:

  • Target the Right Audience: Make sure your ads and content reach the people most likely to be interested in what you offer. Use data and insights to understand who your ideal audience is and tailor your message to them.
  • Create Engaging Content: Your ads and web content should grab attention. Use compelling images, catchy headlines, and interesting information to make people want to click and learn more.
  • Optimize Your Ads: Regularly review and adjust your ads. Test different versions to see what works best. Look at things like ad placement, timing, and the platforms you’re using.
  • Enhance Website Experience: Once people click on your ad, your website needs to keep them interested. Make sure it’s easy to navigate, loads quickly, and offers valuable content that encourages visitors to explore further.
  • Use Data to Make Decisions: Keep an eye on your metrics. See what’s working and what isn’t. Use this information to make smart changes that could lead to more interactions.
  • Increase Investment: If you are happy with the cost per interaction (CPI) there may be room to simply increase investment to get more impressions. 
  • Explore New Placements: Sometimes, a platform just can’t efficiently spend more and throwing more investment at it will only get diminishing returns. At this point, it’s time to look to new platforms and/or targeting.

By focusing on these areas, you can help increase the number of meaningful interactions people have with your marketing, leading to better results for your business.

What is Considered a “Good” Interaction?

Figuring out what a “good” interaction looks like can be tricky. Unlike other companies, we at Brilliant Metrics don’t rely on standard industry numbers or even compare different clients or campaigns. Why? Because each client and campaign is unique, with its own set of variables.

Focusing on Quality and Cost

When we look at your interactions, we focus on two main things: quality and cost.

  • Quality: Is the interaction leading to meaningful engagement? We’re not just looking for clicks; we want to see interactions that show real interest in what you offer.
  • Cost: How much are you spending to get these interactions? It’s not just about getting lots of clicks; it’s about making sure the cost makes sense for your business.

Setting Your Own Baseline

In the beginning, what we look for are improvements. Are things getting better compared to when you started? As we move forward, we recommend developing a rolling 6-month baseline. This means looking back at the last six months to see how your current initiative stacks up against the past ones under similar conditions. This way, you get a personalized view of what “good” looks like for your specific situation, helping you understand and gauge the success of your marketing initiatives more accurately.

A Final Thought on Interactions

Remember, no single metric tells the whole story, and this is especially true for interactions. To truly understand their impact, you need to look at two key things:

  • Trend Over Time: It’s important to track how interactions change over time. Are they increasing or decreasing? This trend gives you valuable insight into whether your strategies are working and how your audience is responding.
  • Relation to Other Metrics: Interactions don’t exist in a vacuum. It’s crucial to look at them alongside other metrics. This helps paint a complete picture of your marketing effectiveness. For example, what is the quality of the interactions you are driving (as measured by soft conversions) and how many interactions convert into form fills (conversion rate). Understanding this relationship can guide you in fine-tuning your strategies for better results.

By keeping these points in mind, you can make smarter decisions, using interactions as a powerful tool to gauge and improve your marketing efforts. Remember, it’s all about the bigger picture and how each piece fits together to drive success.

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