Forbidden word CTR ...
After making sure that the last topic with the comics pleased Habrovchan, we decided to lay out another topic for discussion: the effectiveness of advertising and the ways of measuring it.
In online advertising agencies, the word CTR is not liked, because many customers interpret it as the only way to measure the effectiveness of advertising. It does not matter, media, context or any other.
Attempts to convince them that now this indicator cannot be considered in isolation from others work poorly.
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So why can't CTR be considered separately:
1. It can not be equally used to evaluate different ways of advertising. For example, banner advertising is not currently used for traffic surge. This is image advertising, creating demand for goods and services.
2. CTR may be large, but traffic conversion may be low. Very much depends on the type of advertising, its placement on the page and the audience of the site.
3. If applied to contextual advertising, then its CTR depends even on what place of the organic issue is the ad.
4. Different people, depending on age and gender, also behave differently when interacting with advertising. For example, people over 50 first look at advertisements or issue, and only then make the transition. Younger users open several tabs at once and close them sequentially, finding the right one. And the click has already counted ...
The comics that we prepared before the New Year, but did not have time to post on Habré to the current topic:
In online advertising agencies, the word CTR is not liked, because many customers interpret it as the only way to measure the effectiveness of advertising. It does not matter, media, context or any other.
Attempts to convince them that now this indicator cannot be considered in isolation from others work poorly.
')
So why can't CTR be considered separately:
1. It can not be equally used to evaluate different ways of advertising. For example, banner advertising is not currently used for traffic surge. This is image advertising, creating demand for goods and services.
2. CTR may be large, but traffic conversion may be low. Very much depends on the type of advertising, its placement on the page and the audience of the site.
3. If applied to contextual advertising, then its CTR depends even on what place of the organic issue is the ad.
4. Different people, depending on age and gender, also behave differently when interacting with advertising. For example, people over 50 first look at advertisements or issue, and only then make the transition. Younger users open several tabs at once and close them sequentially, finding the right one. And the click has already counted ...
The comics that we prepared before the New Year, but did not have time to post on Habré to the current topic:
Source: https://habr.com/ru/post/112563/
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