NONE: Re: ONLINE-ADS>> Haggling Tactics
Re: ONLINE-ADS>> Haggling Tactics
Liv Faret (livf_at_earthlink.net)
Fri, 12 Dec 1997 14:23:30 -0800
David Fox, KnowledgeWeb wrote:
>
> 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."
The two main factors determining click-through rates are:
A) demographic compatibiity
B) appeal of the creative.
Do you have a demographic profile that matches the target
audience of this advertiser? If not, you'll be better off
spending your time & energy on advertisers that are a better fit
for your demographics. I know it's frustrating to let a big
advertier go, but if it's not a good fit, you're wasting your
time.
If you *do* have the right demographics, then the ads aren't
effective, your advertiser needs to test some new & better
creatives.
>
> I know that click-through ratios vary all over the map so I'm NOT asking
> the list "Is 3% a good number?"
I'd say it's mediocre, but more importantly, it's a question of
fit.
>
> 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?
Always look for that fit. Just as your advertisers want to
target their customers, you want to target your advertisers.
>
> An answer that comes to mind is to establish minimum cost-per-click
> expectations up front. Is that normal practice or a dumb idea?
I don't know. Not everyone works on a cost per click basis. You
also have sponsorships and branding campaigns, this may be a good
direction for you to explore. I may have some suggestions for
you. Feel free to contact me directly.
Liv Faret
Moms Refuge
http://www.moms-refuge.com
livf_at_earthlink.net
Tel: 310-395-6663
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