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NONE: visits, hits, clickthroughs, and sales
visits, hits, clickthroughs, and sales
Donna Dolezal Zelzer (djz_at_efn.org)
Sun, 28 Jul 1996 17:17:14 -0700
<I wrote this in response to a personal message, then decided I also wanted
to share my thoughts with the list)
Another reason I don't like the idea of commission based advertising is
that once someone notices an ad and reads it, it's now totally **the
responsibility of the advertiser to sell their product or service.**
So why should the ad media get paid (or get paid more than a pittance) only
if people actually buy something? If an ad on my site sends 1000 people a
day to an advertisers site and none of them buy, that's his fault, not
mine.
I'm not too excited about the click-through measure, either, since a large
factor in a person's decision to click on an ad is the actual content
(offer and graphics) of the ad.. and again, that is ultimately the
*advertisers* responsibility.)
In older media, the concept is you're ("you" being the advertiser) paying
for space (print) or time (radio and TV.) In a sense, you're renting the
space/time to have your say. It's up to you to say/show something that will
interest people and make them respond. So maybe we should think of web ads
as paying for space and/or bandwidth.
Its also up to you (as advertiser) to find the specific vehicles that are
going to get you the most sales for the least amount of money. For example,
if you advertise in a small, specialized magazine related to your
product/service, you may be paying more per potential viewer than in
larger, general magazines, but you'll be paying less overall, since the
actual rates will be lower, and since it's a targeted audience, you'll
probably get a greater response. (And the same should be true for small,
targeted web pages.)
Donna
---------------------
Donna Dolezal Zelzer (djz_at_efn.org)
Starlady's Home Page: http://www.efn.org/~djz/index.html
----
The Online Birth Center (pregnancy, birth, midwifery, breastfeeding)
http://www.efn.org/~djz/birth/birthindex.html
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