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Digest

Do you know the value of non-clicks?

"[Click value] goes beyond pure view-through," Ms. Kelland said. "A consumer sees an ad or a recommendation and later on they conduct a search and then they go through to make a purchase. Display ads, in particular, have strong impact on search behaviors and also in going to a store to make a purchase."

Research shows that display ads can generate a 60% lift in click through rates on search results. The key is to target and then personalize the messages so that the right message gets to the consumer at the right time.

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