Re: Number of creatives to support an ad buy
Suzanne asked:
>Does anyone have a recommendation on how many different ads to send for
>an online buy , based on the number of impressions purchased?
>For example how many ads would you send if you purchased 100,000
>impressions? or 1 million impressions?
Suzanne,
Now wouldn't it be lovely if we got all these answers on a discussion
forum?
But mostly doesn't work that way. Firstly, there can be a generic
ballpark on a impression to click to lead ratio- but it differs from
product to product and offer to offer.
These are the times when a specialist agency comes into play- someone
who has first hand experience, has learnt from scratch, and done
extensive campaign analysis across categories. Someone who plainly and
simply knows what works and what does not.
Most of them are not very expensive and save you not only effort,
streamlining processes and saving time, better quality creatives- but
also bringing buying efficiencies on the table.
I recommend choosing an Online Advertising agency- (and not expecting a
miraculous instant coffee result from them). Even if you yourself
represent a mainstream agency- and have a client trying to come online-
please outsource it to specialists- till the time you learn in the
process and become a specialist yourself.
However, to answer your question specifically. My Thumb rule observations :
Use large sizes (300x250 and 400x400 or 400x600)
Use QRPs- creatives with forms inbuilt
Don't underestimate text links
Build in an offer- make it sound exciting-
freebie/discounts/sweepstakes- the universal commonsense baits- (but
honour them)
My experience on a low value item ($25 or so annual fee)- Impressions to
lead ratio of anywhere between 0.001% to 0.004%. This increases with
special offers and exceeds expectations with blockbuster give aways. Not
to say continuous optimization and tracking delayed conversions can push it.
--
Warm Regards
Shalabh
Shalabh Pandey
Group Head- Grey Synchronized (Online and Direct Marketing)
Skype ID: shalabhpandey
personal ID: shalabhpandey(at)gmail.com
Received on Fri Jun 03 2005 - 12:12:57 CDT
