There was another installment yesterday in the seemingly endless series of articles on the counter-productivity of CTR optimization. This “billion-dollar mistake” has been covered on this page in depth and repeatedly. With the ever-growing abundance of research on the topic you’d think that more buyers would stop focusing on CTR “optimization”.
It’s surprising how hard old habits die.
I thought this particular article was worth calling out because it suggests that the ultimate answer to the evil of optimizing for CTR is optimizing for conversions instead. That’s right of course, if it’s possible (and assuming your attribution models are correct – not a trivial assumption).
But what about the vast majority of valuable commercial activity that can’t be cleanly tracked with a pixel? Like, for example, the 95% of retail sales that occur offline? As I discussed in a recent post on the trillion-dollar O2O opportunity, this is a huge gap in the thinking behind and the capabilities of most online advertising solutions today.
These are the results that really click for our customers.