NONE: Re: ONLINE-ADS>> Banner Ad Testing?
Re: ONLINE-ADS>> Banner Ad Testing?
Mark J. Welch (markwelch_at_ca-probate.com)
Wed, 01 Apr 1998 10:23:40 -0800
At 05:02 PM 3/31/98 -0700, Scott W. Spain wrote:
>Admittedly, I'm quite new to the art of placing banner ads. I'm testing
>some right now, and would like to know how many I should run in order to
>get an accurate test. That is, how many until I have a click-through rate
>that I can count on in the future? Thanks.
In my experience, the initial results from running 1,000 impressions
are usually within about 20% accuracy when compared to the results
at 10,000 or 100,000 impressions. In other words, if you draw a 1.5%
clickthrough rate from the first 1,000 impressions, you will usually
find that the result after longer runs will be between 1.2% and 1.8%.
However, there are substantial variations for many ads based on
day-of-week and time-of-day, and of course each site varies.
I have also noticed that ads perform best during the first few days
in a campaign, and after a while you will experience "banner
burnout" (once your banner is familiar, people will stop clicking
it). In addition, note that results from one month may not remain
valid the following month, especially when running ads
on ad networks where the sites change (joining and leaving the
network, or increasing or decreasing the traffic allocated to the
network) and other advertisers may divert the traffic you wanted.
When running an ad across a large network (such as LinkExchange),
you should wait until at least 5,000 to 10,000 impressions before
making any generalizations.
I generally don't run very large campaigns, but I have run about 1.5
million ad impressions on FlyCast, and you can see my results at
http://www.markwelch.com/flycast.htm -- but note that in my more
recent campaigns, the results of low-bid "blind buys" have declined
substantially, and the cost-per-click has increased dramatically.
I have also been running a test campaign on ValueClick for the
month of March and will be analyzing those results in the next
week or so, and I will report on those results at my web site
when I have them.
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