RE: Cost-per-Action Advertising
Several weeks ago I asked members of this list to
please provide me with some success stories about CPA's,
and how they managed these campaigns. As of today, I
can tell you that I have not received a single "success
story" from anyone. I have been doing research on how
to effectively manage CPA buys, have developed complex
spreadsheets to calculate effective CPM & CPC's based
on industry average CTRs and whatever click-to-conversion
rate an advertiser tells me is their high/low and average.
I can tell you that I am not the only one doing this
math. The net effective CPC's (calculated from the CPA
offers) are almost always right at, or below market
run-of-network prices.
Somewhere in this mass of "buying-model confusion" is a
solution. What I have found is that networks (like ours)
and publishers need to pay more attention to the
advertisers conversion goals, and better understand
their business model in order to be successful and develop
long term win-win relationships.
...... and by the way, I'm still looking for those CPA
success stories people.
All the best !!
Michael Ehlenberger
Director, Business Development
Premium Network, Inc.
408.360.9895 direct
415.284.1444 sf office
415.284.1482 fax
http://www.premiumnetwork.com
THE ONLINE ADVERTISING NETWORK
Received on Thu May 24 2001 - 11:05:54 CDT
