Re: Respectable Click-through Rate?

From: Stefanie Nelson <stef_at_sumus.com>
Date: Wed 20 Sep 2000 13:37:31 -0500

DARCY ELLIOTT <elliottdp_at_home.com> WROTE:
> 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?

Darcy, a 0.16% click-through rate is below industry
standard, but that shouldn't matter. In order to
determine the success of a buy, what you really need to
know is: What was the advertiser trying to achieve with
the campaign? Did they want to increase company or
product awareness? The best way to determine the
success of awareness and branding campaigns is through
user surveys. Many sites will provide this service as
added value with larger buys, and includes either and
email survey or a prominent link on the site to a
survey where site visitors can tell you if they saw the
ad, if they knew about the company before seeing the
ad, and how the ad may have shaped their perceptions of
the advertising company.

If, rather, they were trying to drive qualified traffic
to their site, then cost-per-click and
post-click-tracking would be key. Cost-per-clicks tells
the advertiser how efficient a site was at driving
traffic to the site, while post-click data will tell
them if the visitors bought, registered, or surfed the
advertised site. Unfortunately, the post-click-tracking
needs to be implemented by the advertiser, which is not
always easy to get done. But it is truly the best way
to determine the value of a campaign with a
traffic-driving objective.

Hope this helps!

Stefanie Nelson
Media Director
Sumus Interactive
stef_at_sumus.com





Received on Wed Sep 20 2000 - 13:37:31 CDT