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Display Ad Clickers Are Not Your Customers
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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
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
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Quantcast Corporation, Quantcast Corporation:White Paper, Display Ad Clickers Are Not Your Customers,
The resource is available from the link above.
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