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NONE: Re: ONLINE-ADS>> Click Rate vs. Cost-per-click
Re: ONLINE-ADS>> Click Rate vs. Cost-per-click
Sandra Gassmann (sandra_at_sagemarketing.com)
Thu, 02 Jan 1997 13:31:08 -0500
The success for SpyZone (http://www.spyzone.com) with banner ad placements
has been achieved through very targeted marketing planning. Each audience
is studied and the banner is designed addressing its needs alone. As
exemplified below, international placements have been made with banners in
the native language. Generic banners may only produce mediocre results,
but specifically targetted, rotating banners of various colors can be quite
successful.
Site selection is crucial, and often the large, high volume sites can only
deliver numbers of people, not qualified customers. The well-targeted
marketing program should select only sites that fit your company's
definition of a prospective customer. In the end, the click-through is
only a measure of viewers, not prospective customers and only the company
can judge the true effectiveness of the response by the generation of
direct interest or sales.
----------------------------------------------------------------
Sandra Gassmann sandra_at_sagemarketing.com
Sage Marketing <http://sagemarketing.com>
Strategic Internet Marketing, Planning, & Promotion
member: Internet Developer's Association,
Web Consultants Association, and IBM's Web Affiliate
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At 06:56 AM 1/2/97 -0600, Leonid Delitsin wrote:
>We share one advertiser with Playboy, which is SpyZone, and SpyZone
>banners are currently getting almost 5% click ratio. This ratio was
>achieved because Sandra Gassman, who represents Spy Zone, allowed us
>to create Russia-specific banners, targeting Russian audience. The
>original banner has 3.3% click ratio.
>
>> We have all gotten in a rut of focusing entirely on click rates when there
>> are other important evaluation criteria that can put the whole buy in
>> proper perspective.
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