Re: Ad troubles

From: James Santagata <jms_at_tribalnoise.com>
Date: Fri 24 Mar 2000 00:44:06 +0000

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.

Hi Allan,

I would recommend reviewing some basic assumptions you
have made:

1) Does high-end art sales necessarily require
   targeting wealthy clients?

2) Define "high-end" art.

3) Define "wealthy" clients.

4) Are all wealthy clients created equal? And is wealth
   the only determinant and sole motivator for the
   purchase of high-end art work?

   I'm sure there are many gangbangers that have lots of
   money but don't buy original art. Likewise there are
   art lovers and educated folks who don't have as much
   disposable income but just have to have certain pieces
   and will buy those pieces.

5) Ad Placement:

   Is saabnet the correct venue for your ad? Perhaps
   people on the site are not interested in art purchases
   at that time the are on the website. Perhaps other
   sites are better. Do some testing.

6) Ad Creative:

   Rob made an exellent observation that your creative
   seems to be selling convenience -- "drive in, drive
   out". It sounds like McArt, and convenience is not
   associated with high-end art. I would re-work the
   creative to reflect what image you desire - which is
   high-end.

   Once you do this, you may find that Saabnet is perfect
   for you. Saabnet may, indeed, have a wealthy audience,
   and this audience may be highly motivated to buy
   high-end art, but they don't click on your ad because
   your creative is telling them you sell convenience, ala
   McArt, rather than the high-end art they desire.

> 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.

Two issues:
===========

1) Again, check the creative. It seems to be projecting an
   image and an offer that is not compatible with the reason
   you choose to run your ad on saabnet.

2) Of the 137 clicks, how many were converted to sales or
   other transaction such as newsletter signup, etc.? Once
   you get the CTRs up, you still need to make sure you are
   converting.

> I don't understand what I did
> wrong. Was it the banner I used?

Try a split run on the same site, using two different banners
and see which banner pulls better.

> Or the site I
>advertised on?

Try a split run on two different sites, using the same banner
and see which banner pulls better.


James Santagata




Received on Thu Mar 23 2000 - 18:44:06 CST