Re: Ad troubles

From: Whiteside, John <John.Whiteside_at_CWUSA.COM>
Date: Tue 21 Mar 2000 13:55:53 -0500

ALLAN POLLETT WROTE:
> I thought that by creating a banner complimented the
> site that I was advertising on that it would get more
> hits. The total result of the ad campaign was 137
> clicks or $5 per click. I don't understand what I did
> wrong. Was it the banner I used? Or the site I
> advertised on? Are there good places to advertise where
> there are higher click-thru ratios? Has anyone had
> success with banners ads? Please write me with any
> advice on how I can get more effective advertising.

Well, here's my two cents....

1. The banner doesn't really make a compelling offer.
It does tell what you are about... but what's the
incentive to click now? Can you offer a free catalog,
special return policy, contest, an email newsletter,
something to make the mouse finger spring into action?
Can you say something that's unique about your site
that differentiates it from other online art sites? If
not, there's not a lot of incentive for a visitor to
click on it unless they just happen to need art at that
moment, and....

2. You're on a car site. The chances of someone
thinking about buying art when they go to saabnet.com
are pretty low -- they are there because they want to
know about Saabs. Art is sort of a distraction.

My recommendations would be to come up with a
compelling offer for your banner, and find sites where
visitors are likely to be not only interested in your
product and have money to buy it, but also be in a
frame of mind where they want to think about it.
Perhaps sites relating to housewares or home
decorating, or furniture. I would think you'd even do
better with things like music and book sites, where
people are at least in the "non-necessities that enrich
my life" category.

And of course, measure measure measure every step of
the way. Which you seem to be doing already!

John Whiteside
Cable & Wireless
john.whiteside_at_cwusa.com
www.cwusa.com




Received on Tue Mar 21 2000 - 12:55:53 CST