Here at Luminate we keep track of a lot of data to optimize our performance. While our advertisers ultimately decide on the final copy and graphics used in their ads, we leverage our analytics to provide feedback and guidance. We can not only inform our advertisers about which ads and images are most successful for them, but we can also provide insight into where clicks are happening within an ad creative.
Click locations on an ad can vary quite a bit from advertiser to advertiser, even on very similar creatives. Below are two example ads with an overlay showing where visitors clicked. Even though these two ads share very similar formats, what draws the clicker's attention differs.
In the first example we can see that the majority of the ad clicks were on the advertiser's URL. This advertiser clearly has great brand recognition with the target audience. Future campaigns can leverage this knowledge to make the brand more visible and potentially improve click-through. The majority of the clicks in the second example were on the call-to-action button. Further improvements for this advertiser may include tailoring the call to action. Click location data gives an advertiser another level of detail for tailoring their Luminate initiatives, as well as providing us with ideas for new creative formats.
We also use click maps to do detective work, such as identifying bugs caused by incompatibilities with other technology on a publisher's site. We have even used click maps to proactively filter out fraudulent activity from our fast growing network of publishers.
Below is an aggregate map of clicks between two groups of publishers with the normal boundaries of our performance text ads shown by the orange outline. Clicks from known trustworthy publishers are shown in green. Compare those to the blue clicks, which are from a group of publishers with suspiciously high click-through rates. Over half of the blue clicks were recorded with coordinates outside of our ad boundaries. This can happen when a click is recorded before an ad is fully visible to the end-viewer. Additionally, the blue clicks do not cluster near the elements of an ad where a typical person would click: the thumbnails, call to action button or text. Quick visualizations like this one can lead us to investigate if a publisher is using automated-clicking techniques.
Click mapping is just one of the many proactive analysis techniques we use here at Luminate to better serve our advertisers and publishers.