Display Ad Clickers Are Not Your Customers

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

Sponsored by Quantcast
Quantcast measures and organizes the world’s audiences in real-time so advertisers can buy, sell and connect with the people who matter most to them. Ranked Fast Company‘s # 3 Most Innovative Company on the Web for 2010, the company is used by the top 10 media agencies in the US, the world’s largest brands and more than half of the top advertising supported publishers. Quantcast connects the planning, buying, and media fulfillment processes, delivering the marketplace’s most consistent and accountable audiences. Launched in 2006, Quantcast is headquartered in San Francisco and backed by Founders Fund, Polaris Venture Partners, Revolution Ventures and Cisco Systems. Come Get Quantified™ at www.quantcast.com.