Twitter Beats Facebook On Ad Returns - InformationWeek
IoT
IoT
Comments
Twitter Beats Facebook On Ad Returns
Newest First  |  Oldest First  |  Threaded View
anon0934916276
50%
50%
anon0934916276,
User Rank: Apprentice
4/8/2014 | 6:39:29 PM
Pretty amazed by this
Absolutely Kristin, thanks for the tips! I find your article extremely interesting actually. Matter of fact I was looking for Facebook ad ideas and I also found this pretty interesting. hope it help, goo.gl/LRoAtR  All the best.
A2ggour
50%
50%
A2ggour,
User Rank: Apprentice
4/8/2014 | 12:44:58 PM
Re: who wants clicks?
Because clicks are theoretically in the control of the ad companies.  Their job, in essence, is to drive traffic somewhere.  Once someone clicks through and lands on whatever page they're supposed to, it's up to the page itself to convert the user.  

 

The problem is when ad companies mislead people with their ads to drive up clicks even though the message is not relevant to the outcome.  If I click on an ad that sets the expectation that I will be taken to a download page (or app store), your ocnversion rates should, in theory, go up, even if you get less clicks. BUT, if you're an ad company, you probably won't want your key metrics to be skewed because the landing page your directing traffic to, sucks.  
Whoopty
50%
50%
Whoopty,
User Rank: Ninja
4/8/2014 | 6:42:52 AM
Re: who wants clicks?
I think that's more to do with it being a more successful metric. If you sell ads based on installs, you're going to need to be pair a very high rate per install, as it's going to be a tiny percentage. However if you sell on clicks, you can bring the price right down and generate much more of a return for yourself as the platform holder.

Not saying it's more benefit to the advertiser, but it probably seems like a more attractive proposition.
Thomas Claburn
50%
50%
Thomas Claburn,
User Rank: Author
4/7/2014 | 4:23:14 PM
who wants clicks?
I continue to be amazed that online ad companies can sell a product that many advertisers don't really want: clicks. If you develop mobile apps, for example, you probably want installs more than clicks.


How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
2017 State of the Cloud Report
As the use of public cloud becomes a given, IT leaders must navigate the transition and advocate for management tools or architectures that allow them to realize the benefits they seek. Download this report to explore the issues and how to best leverage the cloud moving forward.
Video
Slideshows
Twitter Feed
InformationWeek Radio
Archived InformationWeek Radio
Join us for a roundup of the top stories on InformationWeek.com for the week of November 6, 2016. We'll be talking with the InformationWeek.com editors and correspondents who brought you the top stories of the week to get the "story behind the story."
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll