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NONE: Re: ONLINE-ADS>> Direct response pricing
Re: ONLINE-ADS>> Direct response pricing
Kief Morris (kief_at_kief.com)
Fri, 15 Aug 1997 09:41:30 -0400
At 05:16 PM 8/13/97 -0400, Martinez, Gloria (Miami) wrote:
>
>Online group, our site has recently received several requests for
>companies who wish to pay for advertising with us based upon click
>throughs or actual sales. We have traditionally sold based upon
>impressions, but are considering these new proposals. What is the
>market price for click throughs, sales, per inquiries? Can someone give
>me a clue on how to proceed further with this concept?
Well, my partners are violently opposed to selling ad space based
on click-throughs, but if we had to do it, I'd figure out what the
worse click-through rates we get are, and calculate how much we'd
have to charge per click-through to generate the same revenue as
what we charge per impression. Then I'd round that up a good bit,
maybe even double it, so advertisers would get much more value by
buying per impression than by click-through unless their ad is
*really* badly designed.
K
==================================================
Kief Morris Web Developer's Journal
www.kief.com www.nctweb.com
kief_at_kief.com
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