Suppose that your business is in the process of running a digital marketing campaign. As a measure of its success, your main concern should be with the amount of clicks you have generated, right?
Well, as digital marketers have learned over the years, this is not always the best way to measure the success of your campaign. Stacy Griggs from el toro shares a similar viewpoint in his article, “Click Through Rates—Are You Getting All You Can?”.
Specifically, he mentions how clicks are often times inadvertent—online users can often be “baited” into clicking something that they are not actually interested in, or, often, can accidentally click on an ad when trying to exit out of it. So, although clicks may at first glance seem appealing, they do not always accurately measure the success of your efforts.
Are Clicks Useless?
Although click through rates are not always the most reliable measurement, this does not deem them as useless. They can be used to measure how a change in your campaign causes an increase/decrease in overall interest. Most importantly, they can be used to infer what form of advertising, along with what type of content, is the most effective in capturing the interest of your audience.
Therefore you should indeed seek to increase your click through rates. This can be done through, as Griggs wrote, “having the best possible message placed in the best possible outlet.” Griggs highlighted that his company is particularly successful in this because they are able to target their audience at an individual level. As you may know, our technology allows us to do this as well– in a truly innovative way. We can help you reach and actively respond at the individual level using our products Digital Direct Mail and Enrollment Fuel.
An increase in clicks, however, does not imply a successful campaign in and of itself. If a change to your campaign causes an increase in supposed interest, but does not lead to an improvement in conversion rates, you should not mark this as a success. After all, the point of an online ad is to generate a boost in sales.
As always if you have any comments/disagreements/questions please feel free to share your thoughts!
Thank you for taking the time to read!