You Are Not Going to Believe This One!
You’ll be amazed to see all the ways Click Bait is just to Bait Clicks!
We’ve all been drawn in by it at one time or another, either unknowingly or in pursuit of distraction. There is no denying that the addictive tactic of Click Baiting draws people in – but to what? – the next page of fabricated drama about a non event that probably never happened? The real question is, how will that promote a brand or help your dealership sell cars?
For the most part it wont! In fact, it appears to be much more likely to work against your success than for it. Most clicks on actual advertisements in a click bait funnel are user errors caused by purposely published visual misdirection, and those clicks that are intentional are often left wanting more from the experience, or even upset by it
Media investment analysis company Ebiquity found that clickbait and made-for-advertising (MFA) sites captured $115 million of their clients’ $1.47 billion ad budget from January 2020 to May 2022. This translates to 7.8% of their clients’ ad budget, rising to 9.8% for US clients.
A sample (of Advertisers) with $750,000 in ad spend revealed that just ten(such) advertisers spent more than $1 million on “worst offender domains” on the Global Disinformation Index.
Despite low CPMs and 77% viewability rate, Ebiquity says advertisers don’t get the ROI they might expect. Poor user experience and lower impact impressions often translate into little return.
Poor user experience and lower impact impressions often translate into little return. Appearing on these sites can also have a long-lasting negative impact on the brand experience. It could even include boycotts and other bad publicity that isn’t always easy to recover from.
Ebiquity’s report found that sustainable advertising would make 84% of consumers more likely to buy.
And it isn’t just spammy sites that advertisers need to consider.
39% of marketers cut spending with major platforms in 2021, with 54% citing misinformation and hate speech as their decision.
The simple truth is that over promising and under delivering is bad business.
Unless you’re selling disappointment, providing targeted valuable accurate information as succinctly and drama free as possible has proven to be a much more direct path to success than drawing consumers in with false promises.
BDC United offers free detailed demonstrations of its Industry leading service that is tailored to the needs of your dealership. Scan the code below to learn more – no bait, no drama, just useful information about proven solutions.
https://www.searchenginejournal.com/ad-spend-clickbait-report/458225/#close