Display frequency to click through

Absolutely one of the key indicators to ensure your advertising campaign is running smoothly is keeping track of the frequency at which ads are displayed compared to the amount of clicks received on the applicable campaign. The following can be reasons for an add campaign to have a bad frequency to click through rate.

Bad banner design or lack of key features in the design compared to the site the ad is being displayed on.

Bad or no call to action. A call to action is one of the key motivators for a visitor to click on a banner. "Click here" is not a call to action but rather a prize or guidance on what to expect when clicking on the banner.

Large file size of image. It can happen that due to the large file size of a banner the visitor to the site didn't even see the banner because it was still loading.

Information overflow. A banner should never contain to much information, but rather single words that entice the visitor to find out more.

The add doesn't stand out and becomes part of the web site.

Bad display position.

Theme of the site advertised on.