I don’t believe CTR should be the criteria to push a program yes or no…
As mentioned, CTR depends on a lot of things.
In general, it does say a lot about the type of traffic on your site.
I always say, promote the books that work best on your sites, instead of blaming bad performance on the aff program or the brand you are promoting.
Tuleja said it best…
you should consider and figure out the how the what and the why.
A banner on the left upper side is likely to get a higher CTR than a banner on the lower right.
Also, how are the brands promoted…
did you know that our brands retain players up to 22 months?
that our brands offer loyalty points on both casino AND sports activity?
Basically will do anything to get the most value out of a player?
Some food for thought here is definitely determining the right criteria upon chosing a program or brand to promote. CTR is not one of them