We don't optimize to click-through rate, because it doesn't serve B2B advertisers well as a primary campaign KPI -- overall incremental site engagement is a better predictor of future pipeline growth. We report on CTR to be transparent, and because it is useful in a narrower sense for things like comparing engagement across different creative versions or assessing how your message resonates with a particular account or segment.
If you must compare on CTR, we encourage you to consider the difference between a Demandbase CTR and that of nearly any other vendor. You can think of Demandbase's CTR as a QCTR (Qualified Click-through Rate) because 100% of our reported clicks are coming from your target accounts -- which is what really matters in B2B. But you don't get QCTR in other platforms -- you get reporting on all clicks, whether they came from a target account, some other account, a job seeker or even a kid mashing buttons on an iPad at the school library.
Demandbase also filters out a portion of campaign clicks that come from creative validator bots. A creative validator is a form of bot traffic where ad exchanges, SSPs and publishers simulate the creative being served and then click on the ad to ensure there is no malware and that the landing page is active. Demandbase has decided to filter these clicks out because they distract from the actual company traffic being driven by campaigns in reporting – but most advertising vendors do not remove these clicks.
Can we improve our CTR?
Demandbase does not optimize for click-through rate, for the reasons outlined above. However, there are two levers available to advertisers to improve click-through rate:
- Account selection: Are you targeting accounts who meet the right firmographic criteria and are showing signals (offsite and onsite intent activity) that they are in-market?
- Turning off the worst-performing creative units by CTR can improve click-through rates. However, this is not advised if the units in question are the only ones in their size, as turning them off will limit inventory availability.
- Moving to dynamic personalized creative has been shown to improve engagement rates by 52%.