ONLINE-ADS>> Haggling Tactics

David Fox, KnowledgeWeb (david_at_knowledgeweb.com)
Fri, 12 Dec 1997 12:46:44 -0800

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Next message: Jim Meskauskas: "RE: ONLINE-ADS>> sponsorships versus banners - update"
• Archive Home Page
• Search
• Previous message: richard_at_tenagra.com: "ONLINE-ADS>> PRESS INQUIRY: article in Atlanta publication"
• Next in thread: Robert Gordon: "Re: ONLINE-ADS>> Haggling Tactics"

A large prospective advertiser is running a test on our astrology.net site
and the first day's reports showed a 3% click-through for 4 out of 6 better
performing banners (2.2% overall). That seemed like a decent result so I
sent a note to the agency looking for feedback. The reply was prompt and to
the point.
"A 3% overall is extremely poor for <SITE NAME>. Even if we take out the
poor performing banners, your site will need to do better to go beyond the
first test."

I know that click-through ratios vary all over the map so I'm NOT asking
the list "Is 3% a good number?"

My question is: How best can we avoid exposing ourselves to this and other
haggling tactics (if indeed it is one in this case) as we work to convert
prospects into customers?

An answer that comes to mind is to establish minimum cost-per-click
expectations up front. Is that normal practice or a dumb idea?

Thoughts? Suggestions?
Regards,

David Fox
KnowledgeWeb, Inc.
3220 Sacramento Street, Suite 26 San Francisco, CA 94115
david_at_knowledgeweb.com http://www.knowledgeweb.com
Tel: 415/447-6193 x888 Fax: 415/447-6191
~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~
"Digital information products you can try and buy - Today!"
http://secure.knowledgeweb.com/scripts/runisa.dll?WKEP:AFF::SIGFILE

----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
Infoseek, Hotmail, and Web Ad '98.

When it comes to ad performance, not all search engines are equal.
Infoseek gives you solid reporting and highly targeted placement.
(And we return calls, too.) http://info.infoseek.com/doc/sponsors.html

----

A NO RISK MEDIA OFFER? Buy 100,000 impressions on Hotmail targeted
to your demographic. We'll credit the full cost on your next buy.
Find out more at http://www.hotmail.com/offer.html

----

Join the world's leading experts on how to make Web Advertising _work_.
Web Advertising '98: How to Bring the World to Your Web Site.
http://www.thunderlizard.com/webad.html?OLAspnWAT3

-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com

• Next message: Jim Meskauskas: "RE: ONLINE-ADS>> sponsorships versus banners - update"
• Archive Home Page
• Search
• Previous message: richard_at_tenagra.com: "ONLINE-ADS>> PRESS INQUIRY: article in Atlanta publication"
• Next in thread: Robert Gordon: "Re: ONLINE-ADS>> Haggling Tactics"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.