Re: A Common Thread...

From: Simon Swanwick <SSwanwick_at_aol.com>
Date: Fri 16 Feb 2001 15:52:10 -0600

"John Gaskill" <gm_at_info-central-usa.com> wrote:

> I have visited many sites looking at rate cards, yet
> with the excess of available impressions, none of
> those sites offered a page to "Make Us An Offer,"
> for a 10,000 impression test. If effect, saying that
> if an advertiser wants to try the site's audience
> they can buy 10,000 impressions for a flat sum,
> determined in advance by the advertiser.

The idea of "Make Us An Offer" for advertising is a
good one.

A test should last at least 2 to 4 weeks. Results can
then be viewed over a reasonable period of time. The
advertiser should provide around 10 different banners.
These should be tracked daily. Poor performing banners
can be pulled. We have found this increases,
substantially, the overall results for a campaign.

Also it is very important that Advertisers always
ask where a site's traffic comes from! Our site has
over 1,250,000 monthly visitors coming from search
engines, external links and bookmarks. This is the best
kind of traffic. Whatever the number of visitors a site
has it is this kind of traffic, that advertisers should look
for. However if you find a site is "forcing" people to
visit them, with exit pop ups (a.k.a. Internet Fuel, when
you visit one site, and find another site appears in a
pop up window when you leave it), or lottery site traffic
(a.k.a. Free Lotto, when you need to click a banner to
get your lottery numbers accepted into the game) think
twice about advertising there. That kind of traffic is
pretty worthless!

So if you are planning to "Make an Offer" be prepared
to ask a few questions first, and have a bunch of banners
available so you can see which works best on that specific
site.

Regards

Simon Swanwick
Director
HealthlinkUSA
http://www.healthlinkusa.com
Email:sswanwick_at_healthlinkusa.com



Received on Fri Feb 16 2001 - 15:52:10 CST