SEO ( search engine optimization) :

Objective: In order to increase the reputation and brand identity, Bitis selected SEO for
advertising campaigns.
Metrics measure the effectiveness of a campaign: Backlink plays a very important role in
deciding the keyword rankings that a campaign uses. The number of backlinks will be taken
from email channels, newspaper pages, social networks. This will help Bitis's website to be
pushed to the front page of the search page. Backlink campaigns can be measured by the
number of new backlinks created, both in quantity and quality. Tracking 2 URL Rating and
Domain Rating indicators will help the campaign evaluate the quality of the backlink. The
higher the index, the better the campaign's backlink quality (URL Rating will be based on the
quality of the page on which Bitis places the backlink, while Domain Rating will be
calculated the average of all pages of the website that Bitis set backlink).
SEO tools will be used in the early stages of the campaign when the quality of the backlink
is high, which will help Bitis increase organic search traffic when its website is on the first
page of Google search.
(brandsvietnam,2014)
CTR (Click through rate):
Objective: Bitis uses the CTR to evaluate the quality of the ads by the percentage of people
who reach the campaign. Target the right customer segment and increase organic search
traffic and conversions.
 The average CTR rating in AdWords is 1.91% for search and 0.35% for impressions. But as
a rule of thumb, the best CTR in Adwords is 4-5% for the search network or 0.5-1% for the
display network. So the CTR rate evaluated in Bitis's campaign should be between 4-5% for
the search network or 0.5-1% for the display network. (Jacob Baadsgaard, 2017)
How to use the CTR measurement indicator effectively:
- Both Facebook and Google AdWords use the "bidding system" to evaluate the account's
quality score when deciding which ads should appear. In essence, the account quality score
will increase the campaign's bid package. When the account reaches a high enough point, its
ad will be able to outperform its competitors without paying more than them. The higher the
CTR, the higher the ad quality score will be. And more times the ad will be displayed on the
results page or user message board. But the cost per click is low.
- Choose Keyword related campaign like: sport shoes, covid-19, High quality Vietnamese
shoes,…
- Choose the right segment of target customers the campaign targets: ages 18-25.
The CTR will be used to evaluate the campaign during its advertising campaign.

CPC ( Cost per click):

Objective: Based on the CPC index the company evaluates the attractiveness and
effectiveness level on the total budget in its advertising campaign.
The CPC is measured in an inverse relationship with the CTR index (CTR increases, CPC
decreases and vice versa).
In order for the campaign to use effective CPC measurement, it needs to increase the CTR
rate. That will help Bitis's campaign optimize the budget.
(ATP Software , 2017)
Reference :
a) BrandsVietnam, 2014. Tạo Giá Trị SEO Bền Vững. [online] Brands Vietnam. Available at:
<https://www.brandsvietnam.com/5442-Tao-gia-tri-SEO-ben-vung> [Accessed 2 April
2020].
b) Baadsgaard, J., 2017. What Is CTR? What You Need To Know About Click-Through Rate.
[online] Disruptive Advertising. Available at:
<https://www.disruptiveadvertising.com/adwords/what-is-ctr-click-through-rate/>
[Accessed 2 April 2020].
c) ATP Software , 2017. 6 CHỈ SỐ GIÚP BẠN ĐO LƯỜNG CHIẾN DỊCH QUẢNG CÁO FACEBOOK
HIỆU QUẢ. [online] ATP Software. Available at: <https://atpsoftware.vn/6-chi-so-giup-ban-
do-luong-chien-dich-quang-cao-facebook-hieu-qua-phan-1.html> [Accessed 2 April 2020].