JANET ATTARD <attard_at_businessknowhow.com> WROTE:
>Just recently I got an email inquiry from a prospective
>advertiser who stated specifically what they expected. It
>was a substantial company that has been in business for
>quite a while selling products of interest to small
>businesses. They said they had been disappointed by
>initial attempts at online advertising (in newsletters,
>I think) and that they were looking for
>7% -8% click through rate with a 3% to 4% conversion rate.
I can't speak for the advertiser who contacted you, but
I can offer a context-related issue. If rates had been
previously quoted or are available on a site Rate Card,
the advertiser may have already done the arithmetic on
what conversion rates it needs to achieve at such a
rate to justify the advertising investment.
Since these people have been around for some time,
they are apparently knowledgeable about making
sound ad buys...
Our experience with online advertising has been that
ad firms don't feel they should guarantee conversion
rates which is a reason we have decided to promote
on our own or with firms that do feel they should produce
if they're taking big bucks out of your pocket to spread
the word about your products/business.
Denise Turney
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Received on Tue Mar 20 2001 - 05:25:33 CST
