Consideration Click Campaign Objective

The Consideration Click Objective in the Quantcast Platform allows you to optimize your campaign and associated ad sets towards clicks. 

The Click Model

Using the Quantcast infrastructure, the Click Model serves ads to an audience defined by the marketer and identified by our systems. Audience definitions can be as simple as a country or city and as complicated as interests in topics that relate to particular keywords. Quantcast systems guarantee that the audience is always fresh. 

The Click Model then hones in on the types of advertising opportunities that create the most clicks for this particular marketer and audience. This means that for one campaign it may start bidding more aggressively for above-the-fold ads for mobile users, while for another campaign it may identify that more clicks can be gained by focusing on particular domains and geographical regions (within the area predefined by the marketer). Just like the audience is kept fresh by our system, the model retrains routinely to fine-tune the details of which opportunities to bid more and less for.

The model avoids IVT so that it can target true, real clickers and avoid bots and fraud. Combining clicks with our other objectives is foundational to creating an engagement-focused advertising campaign.

Advertising Clicks vs Impressions

When an online ad loads on a web page an impression is counted.  Generally, multiple ads load on a page at the same time. Well-crafted ads go beyond getting the impression and entice the website visitor to click through to the website being advertised.

The impression is important to your branding, it puts your ad in front of someone. Normally it takes multiple impressions to convince someone to click through to your website. The click can’t happen without the impression first.

The click comes when the visitor sees something in your ad that intrigues them or solves a problem that they have and they answer your call to action. 

Both impressions and clicks are important to your campaign and should be considered when you are crafting your campaign and ad sets. For impressions, it's about frequency and branding. For clicks, it's about a good call to action. 

While some organizations push impressions over clicks or vice versa, Quantcast thinks that is misleading. 

When to Use the Click Objective

So when are clicks a good metric to use to judge campaign performance?

One of the driving factors is a sense of urgency or instant gratification. This runs parallel to the search mindset, where the user is looking for an immediate answer. By incorporating a call to action that invites an immediate response, people are more likely to engage with and remember your ad.

Optimal display click campaigns: