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Main idea – CTR is a measure of success of online ad. CTR dropped over time, 然后讲了如何提高? 文章的目的是什么呢?
Paragraph 1- 开门见山,这就是作者的观点。下面就需要讲为什么这么说?
Paragraph 2-CTR 是什么,定义给出来了。
Paragraph 3-第一句还是总结句子,下面应该就是展开说明原因了? 先拿数据evidence 来支持这个总起句。CTR have declined over time. In the beginning, >5% is common. Now 0.2%-0.3%. mostly, 2% is considered successful but there it varies. Avg CRT was 3%, 1990s; declined to 0.28% by 2003. Adv. Pay more to get high CTR, thus want more purchases to cover the cost. Similarly (感觉这个词用得莫名其妙), banner can achieve higher CTR if using adv. Site with high affinity (movie magazine for a movie ad). (通过多花钱和通过adv by affinity 都能实现高点击率的目的,这就是similarly 的用意)。个性化的广告,特立独行的形式更显眼的广告能够得到更多的点击率但是太过显眼的广告通常会被屏蔽掉。
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