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High CTR but no conversions? (9)

07-22-2014 05:23 AM #1 inkling (Member)
High CTR but no conversions?

I am noticing a trend where a majority of the placements with higher CTRs simply don't convert as well on Decisive. Anyone else noticing this?

Can anyone provide some tips as to when I'm suppose to cut these high CTR placements with no conversions? I'm not sure if I just have to find the "right angle" for them or what, so I don't want to just cut them since they make up a majority of the traffic.

07-22-2014 08:56 AM #2 craigm (Veteran Member)

quote from cmdeal in another thread

Stop focusing on CTR.

I personally almost never look at it, unless we are buying solely on a CPM basis (which we do less and less).

Focus instead on conversions, CVR and cost per conversion.

If you have a 0% CVR, but high CTR, then congratulations, that just means you lost more money. And the higher the CTR, the more money you will continue to lose.

07-22-2014 10:10 AM #3 caurmen (Administrator)

If they're not converting, and that is statistically significant, cut them.

2x - 3x payout is my usual cut-off point.

07-22-2014 11:49 AM #4 angry old lady (Member)

I agree with cmdeal. ive stopped paying attention to CTR unless I am buying traffic on a CPC basis, in which a higher CTR will see more traffic


most important thing is your CR

07-22-2014 05:08 PM #5 inkling (Member)

I see, but if I cut down to only converting placements, most of them have 2-3x CPCs and is basically much more difficult to make profitable, I guess I should just move on to new campaigns?

07-22-2014 06:12 PM #6 zeroonedigital (Member)

Quote Originally Posted by inkling View Post
I see, but if I cut down to only converting placements, most of them have 2-3x CPCs and is basically much more difficult to make profitable, I guess I should just move on to new campaigns?
I have a lot of placements like this in every campaign. CPA of 2-3x offer payout means that you might have some room to make it work. Did you trim all the fat (cut bad carriers, devices, etc.), test new angles, test landing pages, adjust bids, get a bump in payout, etc? Maybe test a different ad format? Or better yet, test the same offer in a country with cheaper bids (if the offer supports multiple GEOs).

Also make it a habit of viewing your data by conversion rate from high to low, and then get more traffic from those high CVR placements by raising bids. I had campaign that I looked at this morning that was down around 50% and I was about to drop it but then I sorted my data by CVR and I didn't realize that I had hundreds and hundreds of placements with low spend and ridiculously a high CVR, most with multiple conversions!

07-31-2014 02:08 PM #7 mackan (Member)

Quote Originally Posted by caurmen View Post
If they're not converting, and that is statistically significant, cut them.

2x - 3x payout is my usual cut-off point.
You mean that if the payout is $1 you would cut a banner that has spent $2-3? Or you will cut that angle completely?

08-01-2014 12:31 PM #8 zeno (Administrator)

The banner - not the angle.

08-02-2014 10:08 AM #9 caurmen (Administrator)

I wouldn't even cut a banner at 2x-3x unless I'd weeded out all the bad placements first.

It doesn't matter how good my Tinder-a-like dating app banner is if Grindr's eating all the impressions - no sense in cutting straight dating banners just because gay guys aren't clicking on them!

The 2x-3x rule refers to placements, specifically - if a placement has spent 3x payout and hasn't converted, kill it.

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