‘Why B2C Ad Metrics Are Ruining Your B2B Campaigns’ – ‘Marketing Land’ Article
Rachel Balik says, “Every week, we get an automated email from one of display ad vendors with this subject line, “Rachel, you could get more clicks by increasing your budget.” Well, you don’t say!
What bothers me about this email is that they’re not promising me better performance or a more optimized campaign. This is basically the equivalent of saying, “Rachel, you could get a second coffee by paying for a second coffee!” To extend that metaphor into my display ad campaigns, I don’t want a second coffee. I want a higher quality coffee, maybe one with an espresso shot in it. I want to be able to say to my boss, “I got themost caffeine I possibly could by using our allocated budget of $3.”
But surprisingly, most advertisers are not opposed to the idea of spending more money to get more impressions, because our entire campaign planning and measurement framework is built upon the notions of CPM (cost-per-mille) and CTR (click-through rate)”.
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