NONE: Re: ONLINE-ADS>> Traffic Forcasting
Re: ONLINE-ADS>> Traffic Forcasting
Kim Brooks (kbrooks_at_cortland.com)
Fri, 21 Nov 1997 11:09:34 -0800
At 06:53 PM 11/20/97 -0500, Jim Mansfield wrote:
>Are there any guides or research as to how much traffic can be expected
>form certain events such as a Newspaper article, mention in a television
>news story, or ad campaign? For instance if 100,000 people read a
>recommendation for a site in the newspaper does this attract 1,000
>visitors?
>
>Also is there any way to predict search engine traffic?
Wow! What good questions! If you find the answers, could you let us know?
Really, I don't think there's any good way of knowing. It would depend on
the length & placement of the news article, the length of the TV spot, the
breadth of the site's appeal, the effectiveness of the ad campaign...
Whew. Search engine traffic is even more variable, depending on your
placement, description, etc.
To find comparable numbers, you would have to find a comparable site in
market & content then evaluate its campaign results. Unfortunately, there
are not many commercial sites who are willing to share such intimate
details. Let's face it, there probably aren't that many who track the
actual source of visitation.
Here are two items that might help plan:
* How many visitors do you want/need? 100,000/month? 10,000/week? What's
reasonable for your market? What do your <advertisers|bosses> expect?
Talk to webmasters of sites that you admire. Evaluate the relative size of
your existing offline mailing lists, 800-numbers, sales database. Form a
goal number and try to get 50% at launch, then build the remaining 50% in
the first 1-2 months. Give yourself at least one month, hopefully a full
quarter, to reach the goal (unless you have a HUGE ad budget).
* How do YOU find sites in your market? You know your market best. Are
their trade journals, columns, newspapers that are widely read? Particular
sites, email lists, newsgroups? Focus on those areas, forget broader
approaches like search engine listings. Same thing for buying ads. Find
ways to piggy-back on the success of sites that are already doing things
well & have good numbers, whether linking, advertising, or partnering.
Everybody should have at least 5 sites that they admire, emulate, and talk
to on a regular basis.
Good luck!
Kim Brooks
Bardo Interactive Marketing
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