That s fine if a client is looking to raise brand awareness. The same folks that are doing the large un-targeted ad buys are generally putting little thought into creative execution. Gauging success of a campaign through click rates also means little. Clients ultimately want a return on investment. A click rate does little to serve as a metric for return on investment.
Conversions are key.
More and more media planners are developing online campaigns to optimize conversions, not clicks. This is done in a variety of ways, but generally involves tagging the key destination pages within the Web site. This will enable a clear tracking of which creative, on which site, is creating the highest conversions. In this light, it s quiet possible for a low click rate to produce a high conversion rate. Even brand advertising can benefit by conversion tracking.