Why advertiser ROI matters more than CTR
While Jennifer Slegg is looking at this from the view of a Search Engine Marketer, it is important for domain investors to remember that the click-through-rate (CTR) for a domain name might be an important measurement for the domain name owner, but in the end the return-on-investment (ROI) for the advertiser is what matters the most. In the end, the advertisers are the ones paying for the clicks on our parked pages and their return on investment is what matters.
However the return depends on many different factors, and many of them are beyond our control:
- targeting of the search terms
- landing page related to the search terms
- landing page itself
- price of the product
- easy of purchase
- tracking of the click, related to sales (not all sales happen right after the click on the ad)
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