Display Ad Clickers Are Not Your Customers

But relying on clicks to drive conversions for display advertising is often a dead end. They've found that consumers most likely to click on display ads are often vastly different from an advertiser's best-performing customers. This means that optimizing display campaigns for clicks often means anti-optimizing for sales. Read this white paper to: Understand the differences in evaluating search vs. display ad performance Optimize your campaign for conversions - instead of clicks Learn how to better assess display ad effectiveness Request Free!