Re: Respectable Click-through Rate?

From: Wayne Browning <info_at_homepagers.com>
Date: Tue 19 Sep 2000 10:31:22 -0500

DARCY ELLIOTT <elliottdp_at_home.com> WROTE:
> I'm wondering what people consider a respectable
> click-through rate?
>
> I have a vendor that has received 30,000 impressions
> from his banner on my site which they generated 50
> click-throughs with. What do you think? Is this a
> respectable amount of click-throughs?

A .16% CT rate is a failure by any stretch of the
imagination.

That is why demographic match, banner quality ,and
banner positioning, are items that need to be looked at
on a daily basis. To run all 30,000 impressions without
trying to change the banner or revise it's meaning may
be part of the problem. Perhaps there was a chance to
rescue the campaign but no re-action took place. Or if
the site delivered them too quickly to really have a
evaluation period, that would do it to.

Typically we run a new client's banner a few thousand
at a time until we determine a good hitter and then we
open the gates. We have saved a few campaigns for
clients this way.

Or it seems evident this advertiser is running his
banner at the wrong location or that the offer itself
has very poor drawing power. You do not mention two key
factors.

What the ad is for and what your site's theme is. The
problem may be right there.

W.Browning
http://www.homepagers.com





Received on Tue Sep 19 2000 - 10:31:22 CDT