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I think that for high volume customers with offline purchases, such as Tide who are essentially augmenting their traditional advertising with online this could
by fleitz 16y ago
I think that for high volume customers with offline purchases, such as Tide who are essentially augmenting their traditional advertising with online this could be true. However, for low volume customers with online purchasing such as most startups it's probably best to stick to CTR.
Indeed, it would seem a new 'revelation' in online advertising that depreciates the value of a click would be highly valuable to web properties with notoriously low CTRs. I think it's primarily a puff piece to generate increase revenues for properties with low CTR. (I'm looking at you Facebook)
- jeffreyrusso 16y agoGoogle purports to do something similar on its display ad network - they call it "smart pricing". If it's a low quality placement that is "unlikely to produce an actionable business result" (their words), the CPC an advertiser pays is lowered below the natural auction price. The whole system is pretty opaque, but as you mentioned, it likely allows Google to keep millions of poorly performing pages in its display network without harming the overall network (too much.)