We're all familiar with the usefulness of search engines to answer a specific or immediate need for information online. And because consumers expect to click to find what they’re looking for, click measurement is typically an effective metric for evaluating the success of search campaigns.
But relying on clicks to drive conversions for display advertising is often a dead end. We’ve found that consumers most likely to click on display ads are often vastly different from an advertiser’s best-performing customers. This means that optimizing display campaigns for clicks often means anti-optimizing for sales.
Read this white paper to:
- Understand the differences in evaluating search vs. display ad performance
- Optimize your campaign for conversions — instead of clicks
- Learn how to better assess display ad effectiveness