he click rate is the percentage of advertisement views that result in a click through. It is an indication of the advertisement's effectiveness and it results in the viewer getting to the advertiser's Web site. The click rate depends on a number of factors, such as campaign objectives, how enticing the banner message is, how explicit the message is, audience/message matching, how new the banner is, how often it is displayed to the same user, etc. Click rates for highâ€‘repeat, branding banners vary from 0.15 to 1%, but diminishes with repeated exposure. Compelling content can increase it to 5%.
The click rate is the percentage of ad views that resulted in clickthroughs. Although there is visibility and branding value in ad views that don't result in a clickthrough, this value is difficult to measure. A clickthrough has several values: it's an indication of the ad's effectiveness and it results in the viewer getting to the advertiser's Web site where other messages can be provided. A new approach is for a click to result not in a link to another site but to an immediate product order window. What a successful click rate is depends on a number of factors, such as: the campaign objectives, how enticing the banner message is, how explicit the message is (a message that is complete within the banner may be less apt to be clicked), audience/message matching, how new the banner is, how often it is displayed to the same user, and so forth. In general, click rates for high-repeat, branding banners vary from 0.15 to 1%. Ads with provocative, mysterious, or other compelling content can induce click rates ranging from 1 to 5% and sometimes higher. The click rate for a given ad tends to diminish with repeated exposure.
The click rate is calculated as the percentage of impressions that result in a clickthrough. See Clickthrough. To arrive at this value, divide the number of clicks by the number of impressions. For example, a banner is clicked on 20 times after being displayed 1000 times making the click rate 2.0% (20/1000).
also called ad click rate or click-through rate, is the percentage of times an ad is clicked divided by the number of times it is served. If an ad is served 200 times and 10 visitors actually click on the ad, the banner has a click rate of 5 percent (10 divided by 200).