Clickbait — is an intentionally exaggerated, intriguing, or misleading headline, image, or video whose goal is to make the user click the link at any cost.
In everyday life, clickbait is constantly seen in tabloids, on news websites, and video platforms: «Doctors were stunned when they discovered this simple recipe...», «Shock! A famous celebrity confessed to...». A person clicks out of curiosity but finds no real sensation inside the article.
Clickbait in Traffic Arbitrage
In traffic arbitrage, clickbait is used in creatives to break through banner blindness and reduce the cost per click. The higher the percentage of clicks on an ad (CTR), the cheaper the advertising platform may deliver clicks.
Clickbait is usually divided into two categories:
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Soft clickbait: leaves something unsaid or creates light intrigue but does not directly lie. For example: «This method saves up to 40% on fuel. A simple trick only a few people know». On the landing page, the user is actually offered a product or advice on saving fuel.
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Hard (aggressive) clickbait: outright deception and shock content that has nothing to do with reality. For example, a photo of a famous TV host in handcuffs with the caption: «He was arrested for revealing this secret...», while the link leads to registration at an illegal online casino or the purchase of a joint ointment.
Pros and Cons of Using It
Pros:
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High CTR and cheap clicks: the ad attracts a huge amount of attention, which can generate many inexpensive clicks in a short period of time.
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Fast audience acquisition: works especially well in teaser networks and news feeds, where users are accustomed to sensational content.
Cons:
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Low conversion: people click out of curiosity or shock. Once they realize they have been deceived, they immediately close the page without buying anything or registering.
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Immediate account bans: strict advertising platforms (Google Ads, Meta/Facebook, TikTok) categorically prohibit shock content, clickbait, and misinformation. Such ads are quickly blocked, and the accounts get banned.
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Worsening behavioral factors: if a person follows the link and immediately closes the tab, algorithms understand that the website does not satisfy the user’s query and reduce reach.
Important: strong clickbait works well only at the click stage but often breaks the rest of the funnel. If the promise in the creative is completely disconnected from what awaits the person on the landing page, the webmaster simply wastes the budget on empty, untargeted clicks. Clickbait is effective only when the intrigue in the ad logically continues and is revealed on the website itself.
