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NONE: re: ONLINE-ADS>> Where and how to advertise
re: ONLINE-ADS>> Where and how to advertise
Hank Dearden III (hankd_at_picnet.com)
Mon, 10 Mar 1997 15:19:19 -0500
Leo,
The quick'n'easy analysis for your case indicates that
$500 should buy you 20,000 impressions per week, at an average
$25US cpm. An optimistic but reasonable click-through rate of 5%
gets 1000 folks to your lot per week. Given these assumptions,
can your client expect 150 (15%) sales per week?
The answer, of course, is maybe. It depends on a number of things,
like the subject of the electronic book and how it dovetails with the
subject matter of the referring page. It's important to find a match
for subject (maybe NYTimes Book Review page, assuming one exists) and
budget (would they accept a $2K/month placement? dunno.)
But, more importantly, is the nature of the site and the purchasing
mechanics. There are *so* many "commerce" sites out there that are
hilariously user-unfriendly, i.e. "fill in item number here," "tally
your order here," "add 5% sales tax here," - basically requiring the
visitor to do all the things that the host computer can and should be
doing.
You say that you have experience with on-line development, fine. I
suggest that you test-drive the purchasing mechanics with 3-4 novices to
get feedback. If the "experience' isn't user-friendly, then all the
click-throughs in the world won't get your client what he ultimately
wants: sales.
Hank Dearden
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Potomac Interactive Corporation
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1815 N. Fort Myer Drive, Suite 300 Arlington, VA 22209
http://www.picnet.com
E-mail: hankd_at_picnet.com Voice: 703.276.0181 Fax: 703.276.2981
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