不要点击这篇文章

这是连续第四年, IAB英国, 与数字营销行业一起, pledge to abolish the use of CTR as measurement of campaign effectiveness. The controversy surrounding CTR reporting is not new, however it has become ever more important in the post-pandemic, 即将成为无cookie的数字空间. 在全国反点击率日, 2022年2月14日, we aim to demonstrate that CTR isn’t a measure for campaign impact and effectiveness. 事实上，两者之间根本没有关联. In doing so, we wish to establish an all-time low CTR benchmark on our blog. We hope no one is reading, but since you’ve already driven our CTR up, read carefully.

我们爱CTR的4个心理c

If we look at our obsession for CTR from a purely psychological perspective, it becomes obvious why we can’t break away from this toxic love affair. 退后一步, I’ve realised that the incorporation of CTR metrics in my client work satisfies four key psychological needs:

1. 控制: 在绩效营销领域, 点击率可以说是我们, 媒体策划买家, 控制. CTR can be manipulated with shrewd media planning and campaign setup however performance KPIs, 如CPA和ROI是产品的结果, 价格, 网站用户体验, competitor activity and so much more out of the planners’ control.
    
2. 舒适: CTR is a very predictable metric, likely to degrade with time as saturation sets in. Not only is its volatility negligible, but easily justifiable. As a result, it makes media planning a more exact science than it actually is. CTR is perhaps the lowest risk metric to forecast against and its predictable progression gives us peace of mind that our campaign will turn out as intended. 这是我们媒体的安全毯.
    
3. 信心: Given the sense of control and comfort aforementioned, our confidence as capable media professionals flourishes. We take pride in hitting our (CTR) targets because it’s a form of self-gratification that in turn consolidates the value we add to the business. 这也是点击率被称为虚荣心指标的原因.
    
4. 名人状态: CTR is arguably the most widespread and applicable metric in digital media. 仅在付费媒体中, it sits at the heart of our strategies for almost every channel and campaign objective – unfairly so! 客户把它捧上了神坛, 媒体买家在每次身份通话中都会大肆宣传, 媒体所有者的代表说他们的是最高的. 考虑到它不合理的无所不在, it would be rude to exclude this famous-for-being-famous, Kardashian-esque metric from media plans and reports!

警告……

(Sorry, I had to say this word, I work in marketing).

Despite our human faults, CTR is not an intrinsically ‘bad’ metric. 正是它的误用才造成了问题. Some may say that it should not be mentioned at all outside of the scope of traffic driving campaigns, but I think it can add value when paired with other KPIs. 例如, making creative recommendations for a conversion campaign using both CTR and CPA can offer a second layer of understanding by placing the ad on a continuum from engagement (CTR) to conversion (CPA). 因此, analysing CTR performance in relation to the campaign objective enables media buyers to gain perspective as opposed to tunnel vision. 每一个指标, when presented in isolation as the sole explanation for campaign performance, 引发了对正确性的质疑.

Don’t be a clickhead: learn to measure in the post-pandemic era

Consumer behaviour is constantly changing and breaking from the pre-pandemic mould. 此外, 媒体通胀达到了很长一段时间以来的最高水平, 确保与2019年进行比较, 2020年甚至2021年都变得不可靠. 像这样, 许多人将2022年称为“起点0”, when new trends form and benchmarks are adapted to the ‘new normal’. 以下是我认为的五个关键领域:

1. Digital strategists are banging the drum for new operational frameworks and technology rich with first-party data to boost digital effectiveness in 2022.
2. IAB英国 测量工具 highlights that planning should not be an afterthought. Campaign objectives and KPIs ought to be defined ahead of activation.
3. There needs to be greater focus on the “long-term” as Ben Foster, 风筝工厂的数字管理合伙人, stresses the need to end short-termist media planning in 2022 (his paper 可以在这里).
4. 多个工具的集成, 比如编程式dsp, GDPR-friendly audience builders and fully automated reporting dashboards, further facilitates this thinking as they enable us to see performance with different spectacles.
5. Lastly, long-term measurement is a continuous process, marked by repeated test-learn-improve cycles. Only by keeping our eyes on the sky and our feet on the ground can we accurately decide the best route forward for our clients.

提示-点击率没有增长.