20 July

Why Marketers Should Pay for Clicks, Not Impressions

The web lingo that we use today can be somewhat perplexing; even to some seasoned marketing experts! While most marketers know the difference between organic optimization and pay-per-click campaigns, fewer know the difference between an ad "impression" and an ad "click," and where their benefits lie.

An ad impression is when your ad appears in front of an internet user on any screen, and from anywhere in the world. A click-through is when someone places their cursor over your ad image and clicks on it, taking them to your site. Pay-per-click is considered to be the most effective way to buy advertising; it really takes all the guess-work out of the results. The advertiser knows exactly how many potential consumers will visit their site. Your site should be interactive, easy to navigate and appeal emotionally to the viewer.

As a marketer, you should know the number of clicks, and impressions you receive, and just how much money was spent. However, there are other dynamics that come into play, and Genius Monkey has developed the perfect tool to help you analyze the average time it takes, as well as how many touches it takes for the user to transform from a browser into a buying customer. We measure from the time the initial ad is served, until the time the browser actually converts. This tool is called our "Conversion Cycle Report" or (CCR). Knowing how many touches it takes for the browser to convert helps Genius Monkey to set budgets that will match the needs of the client. It is also revelatory when it comes to understanding the peak timeline in which the conversions take place, which lets us optimize the campaign appropriately.

The CCR helps marketers realize how important it is to be patient. A digital programmatic campaign is incredibly effective, but it takes time. Our past experience reveals that the majority of conversions start to really peak at 30, 60 and 90 days from the start of a fresh campaign. What we have found in our extensive data is that in order to reach maximum effectiveness, it takes optimization, branding and patience. As much as we believe in our effective programmatic platform, the true effectiveness doesn't happen overnight! Our data indicates that it can take as many as 50 touchpoints (impressions) before the client is comfortable enough to purchase from your site. But, that's okay, as all of those impressions are building your brand recognition to get customers to buy on their terms, not yours. Besides, here at Genius Monkey, you don't even pay for them anyway! All you pay for are the click-throughs.

This fact that Genius Monkey doesn't charge for impressions is in no way indicative that they are not valuable. They are extremely valuable, as they lead to the customer getting to your site through many different avenues when tracked correctly. The reason we don't charge for impressions is because it's much simpler and more effective to only charge for users who engage with the ad. In addition, it helps to eliminate ad fraud since marketers don't pay for potentially fake, inflated impression numbers, which is very common to the industry.

The science of digital programmatic has come a long way, and the intelligent primates at Genius Monkey continue to develop solutions to your marketing strategies, assuring that your ad is placed in front of the right people at the right time—at all times—on all screens.

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