Re: What is fair? Clicks or 'Conversion'

From: sally krumholz <salinka_at_earthlink.net>
Date: Tue 23 Oct 2001 12:15:27 -0500

I have to agree with Fred. The CPA model is a grave some
advertisers are fast digging themselves into. In fact,
there's been enough research out there by Dynamic Logic
to support that many users recall advertising seen &
get to your site without even clicking on a banner.
Consider this. If I see an advert for a car, do I
immediately run out & buy it. No. I may go to the
website, research the model, go to the dealership &
schmooze a bit, take a test drive & then later on go
buy it if I'm happy. The expectation that online
advertising immediately yields sales directly after a
click conversion is ludicrous. What have you gained
from a click? A response. All you can do is measure an
immediate reponse. If that same user is clicking, are
your tracking their post-click actions; i.e., where
they are roaming on your site? Have you also measured
your traffic or increase of sales inquiries after the
campaign? I honestly feel while i-advertising can
generate a lot of other benefits to advertising,
thinking that one click one sale is just dumb.

Sally





Received on Tue Oct 23 2001 - 12:15:27 CDT