eWhisper
msg:3973565 | 5:47 pm on Aug 17, 2009 (gmt 0) |
Look where on the page your ad is being shown. I commonly see ads on the right hand side of the page next to where the scroll bar is located. If a user moves their mouse across your ad to get to the scrollbar, then that is counted as a mouseover. Or, if the ad is right below drop down navigation, can lead to many mouseovers when there was zero intent to click on the ad. Useful to look at a few sites where your ad is being shown more often and see if consumers are hovering over the ad because its unique - or because its in the way of a site feature.
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Solution1
msg:3974803 | 7:01 am on Aug 19, 2009 (gmt 0) |
As a user I would be thoroughly annoyed if just mousing over an ad would get interpreted as a click and my browser would be redirected. I would start to highly distrust such ads, and avoid them like the plague.
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Acrill
msg:3974808 | 7:08 am on Aug 19, 2009 (gmt 0) |
Unfortunately, mouseovers can easily be accidental.
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IanKelley
msg:3974810 | 7:14 am on Aug 19, 2009 (gmt 0) |
Yep there is no question that this is caused by users passing the cursor over the ad while headed somewhere else. I don't see the mystery :-)
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spietreser
msg:3974819 | 7:31 am on Aug 19, 2009 (gmt 0) |
Interesting point. Even if it's accidental, it should be able to grab attention (and thus increase CTR) when it has some sort of mouse-over change. Perhaps a change in link color, or link background?
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farmboy
msg:3974923 | 12:21 pm on Aug 19, 2009 (gmt 0) |
| But I've noticed something interesting. The Mouseover Rate is 10X or even 20X my CTR. So, folks are mousing over my ads like crazy, but of course getting no action. |
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Is there a Call to Action in those display ads? Personally, I've always thought a lack of a Call to Action was a general weakness of display ads. FarmBoy
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Gomvents
msg:3974949 | 1:28 pm on Aug 19, 2009 (gmt 0) |
eWhisper is 100% correct. Our company's own studies found mouseover rates to be really high for a number of reasons the 2 biggest being accidentally do to trying to access site navigation (footer, header, or righthand) if a banner is in it's path or a user sees animation on the ad and is curious what will happen with a mouseover, but doesn't have real interest in the ad. Your CTR will be close to the # of people that were interested in your ad minus competitors and click fraud and the occasional accidental click.
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Digmen1
msg:3975109 | 5:38 pm on Aug 19, 2009 (gmt 0) |
| Your CTR will be close to the # of people that were interested in your ad minus competitors and click fraud and the occasional accidental click. |
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Which is one more reason why the price for all these ads has to drop before I will use them to advertise my products.
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koan
msg:3975235 | 8:47 pm on Aug 19, 2009 (gmt 0) |
| Which is one more reason why the price for all these ads has to drop before I will use them to advertise my products. |
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While you wait, others are using it and making a profit.
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abbottsys
msg:3975846 | 6:04 pm on Aug 20, 2009 (gmt 0) |
Great feedback, especially the point about mouseovers caused by access of site navigation. But, without some form of mouseover support we'll never know what's really going on. Note that I am not, absolutely not, saying a mouseover should cause a click. That would be total advertising suicide! What I'm saying is that the ads should support some form of mouseover action. Not sure of the exact form, but I have a simple proposal and will post it separately as a request for a "new ad type" for comment by all.
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