Online banner campaign: Unique visitor vs clicks (CTRu vs CTR)
Situation: limited ad-market, high frequency, limited channels, overlapped audience and so on
Default gap between unique visitor and clicks isn’t very large UVR (CTRu) vs CTR
BUT!
Game or other interactive activity in banner generates repeated-user-clicks
For example banner with teasing game generates CTR 1,5% and UVR 1,0%
Why? : because user likes game, wants to play again, or smth. like this.
Is it OK?: ok but don’t forget – check quality of traffic and don’t trust CTR as final performance indicator for campaign creative or message.
If you pay for click – you pay for repeated click. :( Not very good. But it depends on your tactics.
Use network with CPC(u) cost per click (unique)
Or use capping, freq. limiting or other techniques too avoid overlapping.
