Click-through rate

• click-through rate

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A/B testing

1 In online settings, such as web design (especially user experience

design), the goal is to identify changes to web pages that increase or maximize an outcome of interest (e.g., click-through rate for a banner

advertisement)


Online advertising - History

1 The first AT&T ad on HotWired had a 44% click-through rate, and instead

of directing clickers to AT&T's website, the ad linked to an online tour of seven of the world's most

acclaimed art museums.


Online advertising - Trick banners

1 A trick banner is a banner ad where the ad copy imitates some screen element users

commonly encounter, such as an Operating System message or popular application

message, to induce ad clicks. Trick banners typically do not mention the advertiser in the

initial ad, and thus they are a form of bait-and-switch. Trick banners commonly attract

a higher-than-average click-through rate, but tricked users may resent the advertiser for

deceiving them.


Online advertising - Sponsored search

1 Search ads are often sold via real-time auctions, where advertisers bid on

keywords.:118 In addition to setting a maximum price per keyword, bids may

include time, language, geographical, and other constraints.:118 Search engines

originally sold listings in order of highest bids.:119 Modern search engines rank

sponsored listings based on a combination of bid price, expected click-through rate, keyword relevancy, and site quality.


Pay per click - Bid-based PPC

1 In general, ads on content networks have a much lower click-through rate (CTR) and conversion rate (CR) than

ads found on SERPs and consequently are less highly valued


Mobile advertising - Types of mobile ads

1 The effectiveness of a mobile media ad campaign can be measured in a variety of ways. The main measurements are impressions (views) and click-through rates. They are also sold to advertisers by views (Cost Per Impression) or by

click-through (Cost Per Click). Additional measurements include conversion rates,

such as click-to-call rates and other degrees of interactive measurement.


Usability testing - A/B Testing

1 In web development and marketing, A/B testing or split testing is an experimental approach to web

design (especially user experience design), which aims to identify

changes to web pages that increase or maximize an outcome of interest (e.g., click-through rate for a banner

advertisement)


Internet marketing - History

1 The first ATT ad on HotWired had a 44% click-through rate, and instead of directing clickers to ATT's website,

the ad linked to an online tour of seven of the world's most acclaimed

art museums.


Internet marketing - Sponsored search

1 Modern search engines rank sponsored listings based on a

combination of bid price, expected click-through rate, keyword relevancy, and site quality.


Google privacy - Do Not Track

1 Google said that it intends to charge advertisers based on click-through rates, certain user

activities and a pay-for-performance model. The entire patent seems to fit Google's recent claims

that Chrome is critical for Google to maintain search dominance through its Chrome web

browser and Chrome OS and was described as a tool to lock users to Google's search engine and – ultimately – its advertising services. So, how likely is it that Google will follow the do-not-

track trend? Not very likely.


Click fraud - Organization

1 In the case of click-through rate based auction models, the advertiser

may be penalized for having an unacceptably low click-through for a

given keyword (Internet search)|keyword


Google Catalogs - User experience (UX)

1 The catalogs available on this application are grouped by several product categories, including Women’s Fashion and Apparel,

Jewelry, Beauty, Home, Men’s Fashion and Apparel, Kids and Baby, and Gifts. After

choosing a product category, users can select a specific catalog, which then brings them to

the cover page of that catalog. The placement and sequence of catalogs within

each section is likely to impact the click-through rate for any particular catalog.


Meta tag - The description attribute

1 The description is often, but not always, displayed on search engine results pages, so it can affect click-

through rates


Social shopping - Benefits of social shopping for retailers

1 Social shopping sites may generate revenue not only from advertising

and Click-through rate|click throughs, but also by sharing information about their users with retailers. Some sites concentrate on the user interactions

that pass on information and recommendations that are hard to

acquire from sales personnel.


Web analytics - On-site web analytics technologies

1 In addition, other data sources may be added to augment the web site behavior data described above. For

example: e-mail open and click-through rates, direct mail campaign data, sales and lead history, or other

data types as needed.


Recommendation systems - Beyond Accuracy

1 'Labelling' - User satisfaction with recommendations may be influenced by the labeling of the recommendations. For instance, in the cited study click-through

rate (CTR) for recommendations labeled as Sponsored were lower (CTR=5.93%) than

CTR for identical recommendations labeled as Organic (CTR=8.86%). Interestingly,

recommendations with no label performed best (CTR=9.87%) in that study.


The Hunger Site - Mechanics

1 Each click on the feed the starving button he estimated as worth 0.7¢,

based on average click-through rates.Martin Lewis


Bing Ads - Technology

1 Similar to Google AdWords, Bing Ads uses both the maximum amount an advertiser is willing to pay per click (PPC) on their ad and the advertisement's click-through rate (CTR)

to determine how frequently an advertisement is shown. This system

encourages advertisers to write effective ads and to advertise only on searches which are

relevant to their advertisement.http://www.bingseoservices.c

om/is-bing-important-for-seo/


Clickthrough rate

1 'Click-through rate' ('CTR') is a way of measuring the success of an online advertising campaign for a particular website as well as the

effectiveness of an email campaign by the number of users that clicked

on a specific link.American Marketing Association Dictionary


Clickthrough rate - Purpose

1 The purpose of click-through rates is to measure the ratio of clicks to

impressions of an online ad or email marketing campaign


Clickthrough rate - Purpose

1 The click-through rate measures the proportion of visitors who initiated

action with respect to an advertisement that redirected them to another page where they might

purchase an item or learn more about a product or service


Clickthrough rate - Construction

1 The click-through rate is the number of times a click is made on the

advertisement divided by the total impressions (the number of times an

advertisement was served):


Clickthrough rate - Construction

1 Click-through rate = Click-throughs (#) /

Impressions (#)


Clickthrough rate - Online Advertising CTR

1 The click-through rate of an advertisement is defined as the number of clicks on an ad divided by the number of times the ad is shown

(impression (online media)|impressions), expressed as a percentage.[http://adwords.google.com/support/aw/bin/answer.py?

hl=enanswer=107955from=6305rd=1 Google AdWords Help: Clickthrough rate

(CTR)][http://developer.searchmarketing.yahoo.com/docs/V7/gsg/glossary.php Yahoo Search Marketing

Glossary][http://www.iab.net/media/file/click-measurement-guidelines2009.pdf IAB Click Measurement

Guidelines][http://www.google.com/support/analytics/bin/answer.py?answer=57164 Google Analytics Help: What's the difference between

clicks, visits, visitors, pageviews, and unique pageviews?][http://www.iab.net/media/file/GlossaryofInteractivAdvertisi

ngTerms.pdf IAB Glossary of Interactive Advertising Terms] For example, if a banner ad is delivered 100 times (100 impressions) and receives one click, then the click-through rate for the advertisement

would be 1%.



1 Though personalized ads, unusual formats, and more obtrusive ads

typically result in higher click-through rates than standard banner ads, overly intrusive ads are often

avoided by viewers.



1 Having high click-through rate isn't the only goal for an online advertiser

who will occasionally develop campaigns to raise awareness and sacrifice click-through rate for the

overall gain of valuable traffic.


Clickthrough rate - Email CTR

1 An email click-through rate is defined as the number of recipients who click

one or more links in an email and landed on the sender's website, blog,

or other desired destination. More simply, email click-through rates

represent the number of clicks that your email generated.



1 Email click-through rate, is expressed as a percentage, and calculated by

dividing the number of click throughs by the number of tracked messages

opened.



1 Sunday appears to generate considerably higher click-through

rates on average when compared to the rest of the week.



1 Every year studies and various types of research are conducted to track the overall effectiveness of click-through rates in email marketing.


Cost per mille - Effective cost per mille

1 ::A hybrid Cost-per-Click (CPC) auction calculated by multiplying the

CPC times the click-through rate (CTR), and multiplying that by one thousand. (Represented by: (CPC x

CTR) x 1000 = eCPM.) This monetization model is used by

Google to rank site-targeted CPM ads (in the Google content network)

against keyword-targeted CPC ads (Google AdWords PPC) in their hybrid

auction.


Landing page

1 Landing pages are often linked to from social media, email campaigns or search engine marketing campaigns in order to

enhance the effectiveness of the advertisements. The general goal of a

landing page is to convert site visitors into sales or leads. By web analytics|analyzing

activity generated by the linked URL, marketers can use click-through rates and

conversion rate to determine the success of an advertisement.


View-through rate

1 VTR is related to the popular click-through rate(CTR) measurement, but differs in that it is not an immediate measure of response - it is instead

time-shifted and passive, i.e. no click is required.


View-through rate - The problem with clicks

1 Historically, the digital advertising business has relied on the easy to measure click-through rate (CTR)

typically provided by the ad server. Most ad server platforms also

measure unique or reach impressions based on deduplication of browser

cookies.


View-through rate - The problem with clicks

1 Click-through rates have been known to be on the decline since the advent of the display

banner


Quality Score - Click-through rate

1 All three search engines have revealed that a major factor - the

most important factor to Google - in their respective Quality Score formulas is the historical click-

through rate (CTR) of the keyword and matched ad


Video ads - Sponsored search

1 Modern search engines rank sponsored listings based on a

combination of bid price, expected click-through rate, keyword relevancy

and site quality.


Email tracking

1 Most email marketing software provides tracking features,

sometimes in aggregate (e.g., click-through rate), and sometimes on an

individual basis.


Email tracking - Email marketing and tracking

1 These response events accumulate over time in a database, enabled the email marketing software to report metrics such as Email open rate|open-rate and click-through rates


Conversion funnel

1 The process of understanding which creative material brings the highest

click-through rate is known as ad optimization.


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Click-through rate