Re: ONLINE-ADS>> Haggling Tactics

Robert Gordon (bgordon_at_theautochannel.com)
Fri, 12 Dec 1997 16:57:14 -0400

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OOPS DERE IT IS ...using a web publishers best intentions and the webs built
in benefits then turning it against us (I take this as a personal attack on
our infantile medium) why not ask your opponent what the response rate(click
throughs) is on the reply cards of magazines they advertise in, you know
those cards buried in the back of magazines that the reader fills out for
more info..kinda like a click through(HUH?). 3% click throughs on a banner
that is not porn oriented is pretty darn good! Hey group dont you agree?

>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).

Micro managing is a benefit of the net, no other media offers this
ability to underworked agency folks.

>"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."

Was this a one day test?

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

YES YES YES

>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?

Its the game.

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

Do what you have to do to get enough revenue so you can weed out the
jerks.

Bob Gordon Gordon Communications
624 W. Main St. Louisville, KY 40202
502-584-4100 fax 502-568-2501
bgordon_at_theautochannel.com http://www.theautochannel.com

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• Next in thread: Liv Faret: "Re: ONLINE-ADS>> Haggling Tactics"

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