Click through rate on banner ad dropping, how is that possible?

I just got ad space for a banner ad. The first day my banner had a CTR of point thirty six percent. The next day it went down to point twenty four percent. How is it possible that a CTR can decrease on a banner ad like that? I would think that the number would stay constant given that stats are over a large number of impressions. I'm thinking something weird is going on.

It's called banner blindness and you have to fight it.

happy_mc said:

I would think that the number would stay constant given that stats are over a large number of impressions. I'm thinking something weird is going on.

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Stats don't work like that. You will get days with high ctr, some others with low ctr and yet some with not too high not too low.

But at the end the numbers will balance and then you'll get your average ctr.

and then on top of what everyone else said... one day you'll get an anomaly and it will be 1% CTR, you will go nuts that day, spend the night treating your friends, to find the next day at the average.

Happy,

The other members all point out valid characteristics of PPC advertising. There are a lot of factors that could have caused your numbers to fluctuate like that. The website owner could have had other promotions going on sending traffic to their site when your ad started running. Another phenomenon is that ads deprecate over time. Returning visitors to a site have seen them already and are less likely to click on them. Obviously that wouldn't happen in the time frame you are talking about though.

You can always as the advertiser questions about activity on their site or why your ad CTR fluctuated so much from day to day. Really you will need much more data to make any kind of assumption as to the success of the ad.

Best,

Shawn