Re: ONLINE-ADS>> Banner Ad Testing?

brian_at_wisewilliams.com
7 Apr 1998 20:10:03 -0700

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>Scott 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.

It's probably true that a few thousand impressions would give you a general
idea
of what to expect from a click-thru basis, but for my business, click-thru is
only the begining of the true test. For our online auction site, we look
more at
the sell-thru effectiveness of a banner ad than the click-thru rate. And, for
that kind of test, I think you need a more substantial number of
impressions--especially on a high traffic site like a search engine.

Sometimes click-thru rates give a false sense of security (or insecurity) for
the true effectiveness of a banner ad...

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