NONE: ONLINE-ADS>> Psst.. We've got something that works
ONLINE-ADS>> Psst.. We've got something that works
Jeff Trumble (jtrumble_at_passport.ca)
Thu, 17 Jul 1997 12:00:25 -0700
Hello everyone,
For the last few months I've been reading the struggles for companies
trying to ensure their online advertising buck. It's the sames questions
that seem to arise....
I'm not a big fan of traditional CPM models, and clickthrough models
aren't much better. You can throw out all that awareness and brand
recognition in the same breath, (although I do admit there is some value
in that)...
My position is in the straight CPO (Cost per order or sale) model.
Now you won't find many advertisers who will agree to a straight CPO
campaign, but you can build a hybrid model to share some of the risks.
Have minimum guarantees. Build clauses that reward the advertiser for
additional sales generated. This ensures your ads will be placed
strategically, and you'll get the most amount of impressions possible.
Either way it's a win/win situation.
Now the tough part... How do you measure the sales generated from a
specific advertiser? That is the million dollar question.. Do you have
on your form, "If you found us from ADVERTISER A, please indicate"
This is not very effective, and not very accurate, and if they sign up
later, you might not be able to credit the sale to the appropriate
advertiser.
Well I have a solution which takes care of all that. The internet is
very measurable, and we don't utilize the technology that is available
today.
My reason for that is that generally speaking marketing/advertising
folks use traditional measures to measure their online campaigns. They
tend to ignore the advantages of advertising on this powerful medium.
Where am I going? Well we use cookies, and point our ads to a TCL
(affectionately known at Tickle) script to help measure response.
Huhhh you say... Let me expain some more...
By placing a cookie on the endusers harddrive we can measure where they
go on our website... So when they actually fulfill our sign-up or sales
script properly it writes to the TCL script, and let's us measure the
number of sales generated from each advertising campaign. We measure the
number of clickthroughs and completeted sales. This is also valuable
because we can measure our clickthroughs versus the advertisers claim of
clickthroughs. Again this method measures clickthroughs and signups!!!
As well here's the kicker, which answers the question that your
advertiser will definitely ask. What happens if someone clicks on the
banner, bookmarks the site, then signs up two weeks later? Hey no
problem, the cookie is still there, and will still register the sale
when they comeback to actually sign-up.
No you might argue that this is not fail-proof, and you are right. There
are people that erase their cookie file, decline cookies etc. but
generally it's a very effective way to measure sales regardless.
For competitive reasons I can't tell you where my company website
resides, but I hope this helps.
Yes the truth is out there!!! If you have questions, email me.
Jeff Trumble
jtrumble_at_passport.ca
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