Re: Ad Troubles

From: Stefanie Nelson <stef_at_sumus.com>
Date: Wed 22 Mar 2000 09:51:32 -0800

Hi, all. I'm coming out of my cave to address the
following post, which hit a very sensitive nerve:

ALLAN POLLETT WROTE:
> I recently launched a banner ad campaign which failed
> miserably. I had been very careful about choosing where
> to place my ad. I sell high end art and wanted to
> target wealthy clients. I choose the saabnet.com whose
> visitors fit the profile I was looking for. I bought
> 100,000 impressions for $650 US.

Allan, what were your campaign objectives and goals? It
is impossible to determine the success or failure of a
buy without knowing your original intent.

Assuming that you wanted to drive traffic to your web
site to obtain potential buyers, I would NOT consider
this campaign a total bust.

> The total result of the ad campaign was 137
> clicks or $5 per click. I don't understand what I did
> wrong.

Ignore the click rate - it means nothing. However,
these days, receiving a cost per click of less than $5
is rather impressive. The low CPM for the site you've
chosen has really paid off here.

What you REALLY want to know is what the visitors did
AFTER they clicked. Did they surf around your site? Did
they buy? Or did they just see the home page and leave?
These are all clues to how effective your ad truly was
in reaching your campaign objectives, and determining
the effectiveness of your creative. For instance, if
your campaign brought just one new visitor to the site
who eventually purchased a $10,000 painting, you'd have
to say the $650 was worth it, right?

OK, back into my shell.

Stefanie Nelson
media director
Sumus Interactive
stef_at_sumus.com
www.sumus.com





Received on Wed Mar 22 2000 - 11:51:32 CST