A Click or a Sale: Which Do You Need?
April 26, 2012
A useful set of four questions to ask about online advertising and the inevitable metrics that trail along is outlined in the article, The Four Questions: Getting The Scoop On Viewable Impressions | C3 Metrics This simple outline can help businesses contemplate the most useful and profitable solution.
The point of the article is best summed up as;
“As I talk to clients and associates about the impending viewable impression standard, there’s some confusion about some of the finer points — some of the most techy ad ops questions in years. I’ve identified four of them:
1. How is data being collected?
2. How is the viewable impression method trafficked?
3. How do I grow a campaign using viewable impression data?
4. How does the iFrame issue get solved?
When evaluating the options available for your business, one should review all the information provided. Many people are misinformed when it comes to the simplicity of the click, and often don’t see the bigger picture. However, the big picture needs to be the primary focus when contemplating revenue.
We can’t stress the importance of asking the right questions when dealing with a provider. What matters more? A click or a sale? We vote for a sale. The click business sounds solid, but a click may not be revenue, just cost.
At ArnoldIT, we are into sales. Clicks? Meh.
Jennifer Shockley, April 26, 2012
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