You’ve been measuring your display click through rate wrong
If you think you’ve perfected your understanding of click through rates, it’s probably worth casting a quick eye over this piece by Bohemia Group’s Victor Condogeorges.
Every time you’ve run a creative comparison on your digital display activity, you’ve most likely done it wrong.
When trying to identify which creative best leads users to click or interact, you probably haven’t taken these factors into consideration.
Some common pitfalls overlooked when running creative tests include:
- Different sized banners – Yes, the chances of a user clicking on a 300 x 250 are different to a 300 x 600.
- Different publishers – Not all publishers put banners in the same place. Their prominence and likelihood to catch attention will change.
- Viewability – Did users have the same opportunity to see and click both creatives? Probably not.
Let’s look into that last one a bit more. It’s an interesting element that seems obvious when you think about it but is so often overlooked.
You’re right, but that’s some poor experiment design if you’re not controlling other variables.
Or you could just look at CPC/CPA…skip the extra calculations and go straight to what’s delivering your best investment…
Come on mate, give them media folks a break. Concept of ‘Controlling other variables’ is beyond media agency folks…
Surely everyone knows it depends what the campaign goal is?
If the goal is traffic, there’s no point optimizing to Creative A if you aren’t going to lift the view-ability rate.