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Ad Click

A ad click or click on an ad, it is a click on a banner or button. The ad acts as a link to a website or landing page. The goal is a conversion that can be counted as a sale or a lead. The number of clicks tells you if an advertising campaign on the Internet is successful or may be successful in the future[1] The associated ad click rate is the link between the visual contacts with the collateral (ad impressions) and the actual number of user clicks. Many of the campaigns in affiliate marketing, display marketing, and paid search are based on calculating ad clicks. The calculation model is called pay per click (PPC) or cost per click (CPC).

General information

If a user visits a website that contains advertising graphic material, it will only be counted as one impression. If you interact with the advertising material by clicking on it, you will be directed to a more extensive offer by means of a hyperlink that links the advertising material to a more detailed secondary listing. This can be the website that you are advertising, but you can also refer to the category, the product or the login pages for the newsletters[2]. A click on the advertising medium is, anyway, the purpose of the banner, despite everything, the subsequent interaction is the heart of the campaign. Therefore, the form of interaction depends on the objectives of the campaign. It can be aimed at increasing the reach of your trade promotion, traffic, or sales.

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A click on an ad is usually registered by an ad server, or ad server. The ad server classifies ads, publisher sites, and clicks generated by an ad on these sites. Other tracking methods, such as cookies or the fingerprint method, are often used to assign an ad click to a real visitor to a website, since crawlers, robots and automated scripts can also trigger an ad click.[3]. This can affect the effectiveness of advertising campaigns and is called click fraud if done with fraudulent intent[4]. Possible countermeasures constitute a correct click count, so server-side scripts, crawlers, and bots are excluded and only natural users are included in the calculation.

Ad click rate example

If a banner is embedded on a website and linked to a landing page, the number of ad impressions will be counted as one visit. Suppose a website has 1000 visitors per month. Any user or visitor who has clicked on the banner will be counted as an ad click. If 50 users clicked on the banner, the ad click rate is 5%.

Increase ad clicks

There are different strategies to increase the number of ad clicks. Campaigns can be tailored to market, industry and target audience even before media planning[5]. Through targeting, relevant keywords and interesting environments for cooperation (such as paid search, presentation campaigns, or thematically appropriate websites and blogs) can be determined. The advertising message itself must be tailored to the target group and the environment in which it is advertised.

It is also essential that advertisers know where the user is in the marketing funnel when they click on an ad. Users do not need to be ready to buy in each campaign, so in this case transactional keywords can be dispensed with. Sometimes the goal is a record advantage. Therefore, informal and conversational keywords need to be covered for some campaign objectives. Content marketing can support the campaign. Landing pages with relevant and useful content can be the jumping-off destinations for ad banners.

At the same time, the graphic changes of the banners, the textual design, as well as the adaptations of the headlines and the copy of the text are suitable means to increase the effectiveness of the ads. Incentives, word activation, customer recommendations, or deliberate price omission can also increase ad click-through rates.[6]. A / B testing is useful in this context to establish which ads cause high click-through rates.[7].

Importance for online marketing

Ad clicks and associated ad click rate form the basis for examine effectiveness of the ads. This calculation model is, indeed, the most widespread, but it also has weak points. The advertiser pays for each click on an ad. But that does not mean that the user will bring income to the business that is commercial promotion. If a campaign is focused on sales, the calculation can be carried out based on the number of products sold. In this case, the ad click rate is more a representation of the response rate, which provides information about the acceptance of the advertising material used, than a reliable value with which to establish the ROI.

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