Your creative has one job. It’s not what you think.

Patrick here. Last email of the week.

I’m ready for the Patriots to take home another ring.

I grew up in Boston during one of the most dominant winning eras in sports history.

When you grow up around that kind of culture, you realize something…

Winning isn’t luck. Winning is a standard.

And most brands lose before they even realize it… because they’re measuring the wrong things.

Anyways…

It’s easy to get addicted to Click-Through Rate (CTR).

It’s a simple, satisfying metric.

But chasing a high CTR often leads you to use clickbait and misleading headlines.

And that gets you a ton of unqualified traffic and a terrible conversion rate.

Here’s how I want you to think about it:

The job of your creative is not to be a friendly greeter inviting everyone in. It’s to be a bouncer at an exclusive club.

Its job is to qualify the customer. It should actively repel the wrong people, so the only ones who click are the ones who are actually a good fit for your brand.

Your Actionable Insight:

I want you to stop judging your creative on CTR. Start judging it on Outbound Click Quality.

Here’s how you can spot it this week:

1. Look at the Average Watch Time on your video ads. If it’s under 3 seconds, the bouncer is asleep on the job. We don’t even look at ads that don’t hit a 10-second average watch time.

2. Check your Add-to-Cart Rate per ad. This is a way better signal of intent than a final purchase. A high CTR with a low ATC rate means you’re attracting window shoppers.

Find the ad with the highest CTR and the ad with the highest Add-to-Cart Rate.

I’ll bet you a steak dinner they’re not the same ad.

Scale the one that drives intent, not just empty clicks.

That’s how you build a real business.

Go Pats! LFG.

Patrick O’Driscoll

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