I've been in the Internet advertising business for many years and I
still don't understand everyone's infatuation with click-thrus. To be precise, I don't understand why marketers expect high
click-thrus with every marketing activity on the Internet, just because it can be measured.
Do we expect people after seeing an ad on TV to get in their cars and buy the product that was advertised? Do we expect when they hear an ad on the radio or see an outdoor ad, to stop whatever their doing and buy the product, or call the vendor? No we don't, because these types of activities are not about direct response, but about building brand equity.
Well, the same holds true for most Internet advertising with the exception of search and email.
Just because we can measure everything on the Internet, from impression to click and to conversion rate on our page, doesn't mean that all metrics have the same importance in different digital environments. Few people will click on our ads when socializing with friends on Facebook, and probably even fewer when reading an article on a news site. Why? Because they're busy with something else and not there to click on our ads, but to consume content and socialize.
I really don't understand all the fuss with Facebook's recent announcement about click performance, and that brands also need to look at other metrics when evaluating the performance of their ads on Facebook. We should expect to see Facebook making available more optimization and behavioral targeting tools, to help brands improve ad performance.
The click is king on search. People go to a search engines with the intent of clicking on a link, that is most relevant to their search. Search advertising borrows from the utility of the search engine, users are presented with links that match their interests and are designed to direct them to specific products and services. The efficiency and effectiveness of search advertising has fueled and will continue to fuel its explosive growth, CTR comparisons with other digital media are just dumb! Even though they're all fruit, apples are different than oranges.
There is no magic wand or metric. Marketing is about finding the recipe, the ever-changing recipe that works for each brand.
Do we expect people after seeing an ad on TV to get in their cars and buy the product that was advertised? Do we expect when they hear an ad on the radio or see an outdoor ad, to stop whatever their doing and buy the product, or call the vendor? No we don't, because these types of activities are not about direct response, but about building brand equity.
Well, the same holds true for most Internet advertising with the exception of search and email.
Just because we can measure everything on the Internet, from impression to click and to conversion rate on our page, doesn't mean that all metrics have the same importance in different digital environments. Few people will click on our ads when socializing with friends on Facebook, and probably even fewer when reading an article on a news site. Why? Because they're busy with something else and not there to click on our ads, but to consume content and socialize.
I really don't understand all the fuss with Facebook's recent announcement about click performance, and that brands also need to look at other metrics when evaluating the performance of their ads on Facebook. We should expect to see Facebook making available more optimization and behavioral targeting tools, to help brands improve ad performance.
The click is king on search. People go to a search engines with the intent of clicking on a link, that is most relevant to their search. Search advertising borrows from the utility of the search engine, users are presented with links that match their interests and are designed to direct them to specific products and services. The efficiency and effectiveness of search advertising has fueled and will continue to fuel its explosive growth, CTR comparisons with other digital media are just dumb! Even though they're all fruit, apples are different than oranges.
There is no magic wand or metric. Marketing is about finding the recipe, the ever-changing recipe that works for each brand.
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