> Digital direct response advertising allows very accurate ROI calculations
How many ads are direct response? How many are simply clicked because they are just above the same website's entry in search results (i.e. users were already heading to that site, the ad was just there as google tax)? How many legitimate clicks on an ad that did not led to sale are discarded by google as "invalid clicks" (my adsense report has 20% invalid clicks) ? It's kind of shocking that the internet's most lucrative market does not answer those
>(i.e. users were already heading to that site, the ad was just there as google tax)?
I saw research which indicates that it is a good idea to pay the google tax. Users heading to your site may get distracted by your competitors or other stuff. The more ads are shown the less organic results (which are not easy to control) are visible without scrolling. In best case, the search results are showing your ad immadiately followed by your organic result, making up the whole screen real estate. Wherever the user clicks, he ends up on your site. Also, cost per click tends to be lower for brand search terms.
How many ads are direct response? How many are simply clicked because they are just above the same website's entry in search results (i.e. users were already heading to that site, the ad was just there as google tax)? How many legitimate clicks on an ad that did not led to sale are discarded by google as "invalid clicks" (my adsense report has 20% invalid clicks) ? It's kind of shocking that the internet's most lucrative market does not answer those