Who doesn’t want to pay less for groceries? But what if the cheap groceries include spoiled food you wouldn’t want to eat? Cheapest isn’t always best. The same tradeoff can happen in paid media. Paid media managers may be tempted to focus on the lowest CPCs and CPAs when evaluating cost efficiency. However, these low-cost clicks and leads may be less likely to result in revenue. High CTR doesn’t tell the whole story CTR can easily become an unnecessary obsession. On the surface, it appears to indicate how relevant people find your ads. But a higher CTR isn’t necessarily a good thing: Higher CTRs aren’t necessarily translating into better…
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