Reasons 6-9
Reason 6: Did Google put us on the wrong track?
OK, so I can't malign CPC advertising without talking about the king of CPC advertising: Google. CPC is actually a pretty good model for paid search -- when you have an active audience researching a specific topic and an opportunity to gain response from a page that's built to click on. Search engine results pages are all about providing searchers with the opportunity to find the next place to go. But the model should be different for display ads that most often appear next to content designed to inform and engage the visitor.
Reason 7: Clicks are contrary to every other media effort
Expecting advertisers to click on a banner ad is like expecting an magazine reader to turn to a page and suddenly get up and run out to buy a burger. TV ads interrupt the flow of a program, but they don't expect an immediate response. Why is online held to a different model?
Reason 8: We lose focus on what's important
When we focus on clicks, we lose sight of the other 99.9 percent of the audience that's been exposed to the ads. Advertising is about building awareness, consideration, purchase intent, and -- yes -- sales. We need to reorient our thinking around how digital advertising helps our clients' businesses find true success.
Reason 9: Engagement isn't any better
When many of us recognized that clicks weren't the best measurement, the term "engagement" came to the forefront as a metric. Rich media ads allowed us to track more than just clicks, and there was a big push to talk about "engagement" metrics with clients. We talked about expands, time spent, videos played, etc. But the reality is that "engagement" had as much meaning as clicks. In order to be successful, we need to stop creating our own terms and instead focus on metrics that marketers understand and embrace.
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