{"id":1507,"date":"2016-08-30T12:10:00","date_gmt":"2016-08-30T16:10:00","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1507"},"modified":"2017-11-03T11:32:21","modified_gmt":"2017-11-03T15:32:21","slug":"the-hard-truth-about-clicks-exposed","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2016\/the-hard-truth-about-clicks-exposed\/","title":{"rendered":"The Hard Truth About Clicks, Exposed"},"content":{"rendered":"<p>Despite clicks having been proven to have no correlation to real success, more media is being bought today based on the cheapness of the click than any other KPI.<\/p>\n<figure id=\"attachment_14786\" aria-describedby=\"caption-attachment-14786\" style=\"width: 151px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2015\/01\/Ian-Hewetson-e1422470624816.jpg\" alt=\"Ian Hewetson\" width=\"151\" height=\"169\" class=\"size-full wp-image-14786\" style=\"margin-right: 10px;\" \/><figcaption id=\"caption-attachment-14786\" class=\"wp-caption-text\">Ian Hewetson<\/figcaption><\/figure>\n<p>At a recent <a href=\"http:\/\/www.acaweb.ca\/en\/webinars\/\">ACA Webinar<\/a>, Ian Hewetson, VP Client Services at Eyereturn Marketing, shared the effect of the industry\u2019s long-standing addiction to clicks and what marketers can do to help break the habit. <\/p>\n<p>It is a widespread problem. More than 75% of campaigns running through Eyereturn systems (adserver or demand-side platform) are client-directed to deliver the highest click-through rate (CTR) or the lowest cost-per-click (CPC). Hewetson can understand why marketers would make the request, but he thinks that they\u2019re missing out on the bigger picture.<br \/>\n\u201cWhen it comes to media planning, [the click] can become the easy button,\u201d Hewetson said. \u201cClicks are very easy to understand. It\u2019s a single metric and within big media brands clicks have often become the benchmark KPI over the years. Because everyone is always looking for improvement on their benchmarks, it becomes all-too-easy to justify any tactic based on the click.\u201d<!--more--><\/p>\n<h3>The Trouble With Clicks<\/h3>\n<p>Hewetson says there\u2019s nothing wrong with measuring clicks, per se. The trouble starts when the click is used as the primary KPI for a campaign, for the following six reasons:<\/p>\n<ul>\n<li><strong>Often the CTR is not from wholly unique clicks.<\/strong> The same users tend to click on ads again and again, Hewetson said. And of course, not all of these serial clickers are even human.<br \/>\n<a href=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2016\/08\/truth-about-clicks-slide-7-sm.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2016\/08\/truth-about-clicks-slide-7-sm.jpg\" alt=\"truth-about-clicks-slide-7-sm\" width=\"500\" height=\"287\" class=\"aligncenter size-full wp-image-17588\" \/><\/a><br \/>\nOptimizing a digital campaign toward another KPI can reduce the number of serial clickers significantly, Hewetson advised.<\/li>\n<li><strong>Click fraud remains a big issue<\/strong>, despite safety measures such as whitelists and verification vendors. That\u2019s because clicks remain an easy KPI to game, as any fraudster can set up a website to attract fraudulent clicks.<br \/>\n\u201cIt\u2019s a self-fulfilling prophecy,\u201d Hewetson said. \u201cBecause if you have advertisers that optimize toward a click, they will seek out the inventory that actually drives those high click-rates.\u201d<\/li>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2016\/08\/clicks-callout-nobg.jpg\" alt=\"The web has adapted to feed clicks to advertisers, whether those clicks are real or not.\" width=\"240\" height=\"106\" class=\"alignright size-full wp-image-17593\" style=\"margin-left: 10px;\"\/><\/p>\n<li><strong>A lot of the clicks on ads are likely unintentional.<\/strong>  A lot of them come from \u201cclick-bait\u201d sites, where ads are peppered around or over content, or that use slideshows with arrows that purport to lead to the next slide but actually lead to an ad.\n<p>\u201cThe web has adapted to feed clicks to advertisers, whether those clicks are real or not,\u201d Hewetson said.<\/li>\n<li><strong>Clicks don\u2019t necessarily equal brand site engagement. <\/strong>60.66% of ad clicks that make it to a landing page don\u2019t make it any further than that landing page, Hewetson said. In addition, users that land on a brand page from an ad have a lower average number of page views than users arriving by other means. <\/li>\n<p><\/p>\n<li><strong>Optimizing to clicks skews inventory sources.<\/strong> Optimizing a campaign to clicks actually optimizes to sites that generate high click rates, which tend to be lower-quality sites, Hewetson said.  As an example, he showed a campaign optimized to clicks had received only 8% of its clicks from so-called Tier 1 sites.<\/li>\n<p><\/p>\n<li><strong>Optimizing to clicks equals optimizing to mobile<\/strong>, unless the marketer specifies otherwise. Mobile devices create a much higher CTR than desktop and it\u2019s not just because people are more engaged on their phones, Hewetson said.\n<p>\u201cPeople have large fingers in relation to the size of the tiny phone screen\u201d he said. \u201cThat\u2019s why when you break down CTR by device screen size, you see a much higher CTR for smaller screens.\u201d<\/p>\n<p>Optimizing to clicks also puts your campaign in a lot of apps as well. And app inventory, contrary to popular belief, is not fraud free. It\u2019s also difficult to track results in apps.<\/li>\n<\/ul>\n<h3>In summary:<\/h3>\n<ul>\n<li>Most clicks are generated by a small number of users<\/li>\n<li>Fraud actively targets click-optimized campaigns <\/li>\n<li>Clicks do not = conversions<\/li>\n<li>A lot of clicks are unintentional<\/li>\n<li>Inventory can be designed to trick users into clicking<\/li>\n<li>Clickers visit fewer pages on brand sites<\/li>\n<li>Mobile devices deliver high CTR but low conversions<\/li>\n<li>More mobile = more discrepancies between clicks and site visits<\/li>\n<\/ul>\n<p>Looking for strategies to move away from using CTR and CPC as a key metric? ACA members can view Ian Hewetson\u2019s suggestions, as well as the entire presentation and slide deck by visiting the <a href=\"http:\/\/www.acaweb.ca\/en\/webinars\/#tabs-3\">ACA Webinars archive<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Despite clicks having been proven to have no correlation to real success, more media is being bought today based on the cheapness of the click than any other KPI. At a recent ACA Webinar, Ian Hewetson, VP Client Services at Eyereturn Marketing, shared the effect of the industry\u2019s long-standing addiction to clicks and what marketers [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[127],"tags":[572,573,383,384,302],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Hard Truth About Clicks, Exposed | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2016\/the-hard-truth-about-clicks-exposed\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Hard Truth About Clicks, Exposed | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"Despite clicks having been proven to have no correlation to real success, more media is being bought today based on the cheapness of the click than any other KPI. At a recent ACA Webinar, Ian Hewetson, VP Client Services at Eyereturn Marketing, shared the effect of the industry\u2019s long-standing addiction to clicks and what marketers [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/acaweb.ca\/en\/2016\/the-hard-truth-about-clicks-exposed\/\" \/>\n<meta property=\"og:site_name\" content=\"Association of Canadian Advertisers\" \/>\n<meta property=\"article:published_time\" content=\"2016-08-30T16:10:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-11-03T15:32:21+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2015\/01\/Ian-Hewetson-e1422470624816.jpg\" \/>\n<meta name=\"author\" content=\"Matthew Chung\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ACA_tweets\" \/>\n<meta name=\"twitter:site\" content=\"@ACA_tweets\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" 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