Re: Advertising rates

From: Kristine Loosley <kris_at_concentric.net>
Date: Fri 14 Apr 2000 11:23:12 -0700

WLODEK WROTE:
> Most active networks' prices can be found at
> http://voytech.com/Advertising/advertising_rates.htm

Wow, thanks, this is a good resource. However, I'd
caution Stacey to never pay rate card. Never, never
pay rate card. I look at ratecards sort of like what a
car's sticker price is -- a starting point. I would
expect with a healthy buy that I could get 1/3 of rate
card. Sometimes (I'm not kidding) I pay as little as
1/10th of the rate card.

Almost always my first gambit is to ask for a good
discount off rate card, then I test the vehicle, then
I analyze the results and calculate out the return on
investment. If the ROI is good at the rate we're using,
I buy more. If it's not, I ask for a further discount.
Some sites will, some won't. I buy from the ones who
will. :)

Actually, about 90% of my ad budget goes toward "CPA"
(cost-per-acquisition) deals. Some months I spend a
portion on cost per click (in the 10 cent and under
range), and occasionally I will by CPM if the vehicle
is good or the rate extraordinary. I can almost always
find RON CPM of $2 or less.

Of course my situation is somewhat unique in that the
product I'm promoting is somewhat universally
appealing. I have done extensive testing and find that
targeting literally does no good for me (except in the
case of targeting OS, since my product works only on
Windows platforms).

Kristine

Kristine Loosley
Director of Online Strategy
Gator.com
kris_at_gator.com
Have you grabbed the Gator? http://www.gator.com/download




Received on Fri Apr 14 2000 - 13:23:12 CDT