You realize that brand advertising isn't measured via clickthrough, right? Most people on the net don't click -- see the infamous natural born clickers study.

You realize that brand advertising isn't measured via clickthrough, right? Most people on the net don't click -- see the infamous natural born clickers study. Yet nonetheless, brand advertising via display can be demonstrated to be very effective on an roas basis via A/B testing by geo. Also -- ctr doesn't matter as long as your cpc compares. So 1/100 the ctr is fine w/ 1/100 the price, etc.