A tech retailer is running a conversion campaign that achieves a strong click through rate (CTR) of 2.6%, but conversion rates are only 0.05% with fewer-than-expected purchases. How should the media planner use this data to improve purchase efficiency?
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Correct answer: Refine the landing page to better align with the ad content and improve the user experience..
Why this is the answer
A high CTR (2.6%) combined with a low conversion rate (0.05%) is a classic indicator of a "post-click" issue. In this case, your ad creative is doing an excellent job of generating interest and driving traffic, but the momentum is lost once users arrive at your website.
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