Display ads clickers are not your customers

QUANTCAST WHITEPAPERJAN 2013

Display Ads Clickers are not your CUSTOMERs

A short research, and points of view of me

about Display Ads Measurements

Loi Tran

“The Power Of Shares!”

types of marketing users can engage in online

SEM Display AdsSEO Social Media

E-Mail

types of marketing users can engage in online

SEM Display AdsSEO Social Media

E-Mail

I’m talking about this and this

I’m talking about this and this

Once again

Display Ads Clickers are not your CUSTOMERs

That’s SEM (PPC)…

Using a search engine to FIND information, ANSWER a question or REACH a website to

buy something has become as second nature

AS ….

"I'm different", Display Advertising

Entertainment

Information

Engagement

Users’re NOT coming for clicks...

ClicksGreat for Search, Distracting for Display

WHY?

The natural path …..Seeking info, search products,… on Search

Engines then clicking on the relevant keywords ads to land the advertiser’s page.

A closely aligned path. Clicks make sense

Ads

View/Engage/InteractClick

The natural path …..

Ads

View/Engage/InteractClick

Open

85% of all clicks on display ads came from just 8% of the Internet audience

Marketing is NOT a STRAIGHT line

Ads Ads Ads

Ads

Ads Do you trust those ads WORK?

Mike Shields, “Google CEO: Display Ad Market Could Become $200 Billion Biz,”

AdWeek, February 2011

?

CTR, the main metricBalloon ads, the main demand of marketersAd Tech (Targeting/Re-targeting,

Optimization, Data), not much enough care

What's for Vietnam!?

But you might not know …

Yeah! We’re No. 1

Balloon is not BAD, but use it right!Let user decide to intentionally real

engage/interact with your brands (audio, video, banner expansion, click-to-download/install,…)

Do not create more invalid traffic by mis-clicking.

Creativity is appreciated

Do respect online users…

Marketing is in long-termsMore thing to do…

Choose carefully the right vendors: trusted ad serving platforms, and third-party verifications.

Learn and Apply new ad tech into your campaigns (Targeting and Optimization capabilities of your vendor). Even sit down and brainstorm with your media providers/vendors.

Open the "black box"…

Loi TranSkype: dailoi114D: 0122-888-1077

Yes, I’m young,

willing to learn and

un-right

sometimes. So

share your

concerns!!

1. Understand the characteristics of your click-based and view-based audiences. As we’ve seen, clickers may not be your buyers.

2. Measure view-based conversion volume as well as click-based conversion volume. Buyers are likely to take another look, and perhaps another and another, before deciding to purchase.

3. Judge your campaign by the conversion rate rather than the click-through rate. Or better yet, use effective cost per action (eCPA) to measure the effectiveness of your entire advertising investment no matter how you’ve chosen to buy it.

4. Develop and apply a multi-touch attribution approach. This involves building a model to better account for the impact of all of the ads that touched your customers along their path to purchase and can help you overcome the shortcomings of click-based and last-touch attribution (attributing all credit to the last ad seen).

How to Optimize for Conversions

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