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Posts tagged with Ct Rs

Google battles fat fingers

With mobile internet usage skyrocketing, and more and more publishers investing in developing mobile experiences, it's no surprise that expectations for mobile advertising are high.

That doesn't mean, however, that challenges don't exist. One of the biggest: fat fingers, which are producing clicks that consumers never intended but advertisers have to pay for

2 comments

Mobile search and discovery to reach $15bn by 2017: report

While mobile is presenting some tough monetization challenges for companies like Facebook, it's increasingly looking like a boon to others.

Google, for instance, is seeing spending on mobile search ads skyrocket, and it's working hard to improve its mobile ad offerings. In many cases, its efforts appear to be showing signs of success.

1 comment

Google touts improved local ads for mobile maps

Facebook may be struggling to find ways to effectively deliver advertising to its rapidly growing mobile audience, but the search giant some believe the world's largest social network could one day challenge apparently has no such problems.

On Friday, Google announced new ad formats for Google Maps for Mobile, and according to the Mountain View-based company, "mo' lo' means mo' dough."

2 comments

Facebook's mobile ads work, if you use the wrong metrics

Wall Street may be done beating up Facebook shares, at least for the time being, but the world's largest social network still faces significant challenges.

One of the biggest and most talked about: skyrocketing mobile usage that is making it more difficult for the company to monetize its massive audience.

1 comment

Facebook Pages deliver paltry CTRs: report

For major brands, Facebook Pages have become increasingly important. In an effort to be 'liked', many brands are promoting their Facebook URLs in television and print ad campaigns, and are enticing users with coupons and other promotions.

But those investing significant amounts of time and money into creating 'engagement' on their Facebook Pages might want to consider what they're getting in return.

That's because according to a study of 84,000 links posted across more than 5,500 Facebook Page operators in October conducted by Edge Rank Checker, Pages with more than 100,000 fans deliver a paltry CTR of 0.14%.

16 comments

Are brand advertisers dwelling on the wrong metric?

Most brand advertisers accept that the click-through rate is far from the perfect metric. But it's easy to understand and easy to measure, which offers some comfort. And that means that the low click-through rates (CTRs) associated with display ads aren't always so comforting.

Even though it's logical that there's more to display advertising efficacy than CTRs, the absence of widely-accepted alternative metrics is a problem.

8 comments

AdWords ads get closer to organic results

You may have noticed it: those trusty AdWords ads that appear to the right of your search results seem a little bit closer to them than they did before.

It's not an optical illusion. Others are seeing it too. I first saw myself the other day when I did a search and had to do a double-take.

2 comments

AdWords ads get closer to organic results

You may have noticed it: those trusty AdWords ads that appear to the right of your search results seem a little bit closer to them than they did before.

It's not an optical illusion. Others are seeing it too. I first saw myself the other day when I did a search and had to do a double-take.

3 comments

Microsoft and comScore: the click of death for the click-through?

The click-through is arguably the most powerful metric on the internet. It is largely the criteria upon which many online ad campaigns are judged and a billion-dollar economy has been built upon it.

But is the click-through really all it's cracked up to be? Sure, it works well when you're doing direct response advertising. But what about brand advertising?

2 comments

DoubleClick's new benchmark report on online advertising is good - but it could have been great

Last week DoubleClick launched its 2008 Year in Review Benchmarks, an impressive piece of work looking at the performance of online advertising primarily in the US market.

The data was collected throughout 2008 and covers “hundreds of advertisers, thousands of campaigns, and tens of billions of ad impressions.”

However, it could have been so much more useful to the UK online advertising industry.

1 comment

The impact of display URLs on PPC campaign performance

It's something that's easily overlooked: the impact your display URL has on your PPC campaigns.

What display URLs produce the best results? Which can have a negative impact? Thanks to a small study that was recently conducted, we have some data to consider.

3 comments

Researchers: paid search ads don't get as many clicks as believed

According to popular reports, 25-30% of the clicks search engines generate are produced by paid results. That's a number that seems reasonable on the surface given that paid search is a multi-billion dollar a year business.

But a study titled 'Investigating customer click through behaviour with integrated sponsored and nonsponsored results' in the International Journal of Internet Marketing and Advertising throws this figure into question, and also produces some food for thought when it comes to other common beliefs about paid search ads.

2 comments