NONE: Re: ONLINE-ADS>> How to SELL web advertising
Re: ONLINE-ADS>> How to SELL web advertising
Leo Sheiner (leo_at_netcomuk.co.uk)
Mon, 20 Apr 1998 18:48:52 +0100
Jason Ellis <treknews_at_juno.com> wrote:
>I believe that if you advertise on a targetted site, CPM is the best way
>to go, but expect your conversion rate to be a little low compared to
>click-through rate (because you're probably not the only widget retailer
>who's advertising on the widget-related site). If you advertise
>untargeted, then click-through is the best way to go, and you can expect
>a much higher conversion rate.
>
>Does anyone have any statistics to back up my theory here? It makes sense
>logically, but I don't have any stats to prove it.
I have not got any such stats and although there may be some small
benefit in being the only advertiser trying to sell widgets on a site that
has nothing whatsoever to do with widgets, that benefit - insofar as it may
exist - is far outweighed by the consequent failure to provide the host site
with an economic return.
I would like to clarify my post that Jason quotes since it appears that
Jason thinks I was advocating payment by click through on the grounds
that it doesn't matter if targeting is poor.
I believe that targeting is desirable even essential providing the
additional cost of such targeting is reasonable. Whichever way you pay,
the lowest common denominator is CPM and if the rate CPM is too low
then it is a waste of an asset for the host site. As a banner network I am
very concerned to get the best return on their traffic for my hosts sites
consistent with a realistic cost per response for my advertisers. And that
balancing act is achieved by better targeting. Far better to target well
even with payment per click through since that will get more volume of
both click through and conversions. Indeed so strong is my belief in
targeting that we are now creating campaigns for some of our advertisers
where we research, handpick and recruit sites specifically to match the
profile needed for that campaign.
The point I was making relates to the importance of making the message
on a banner simple, clear, to the point, unambiguous even
blunt. I see far too many banners with clever messages which will
undoubtedly generate higher click throughs but in my view the number of
conversions will remain the same - therefore the ratio of conversions to
clicks is poorer. And that doesn't make any sense if you pay per click.
Leo Sheiner <leo_at_netcomuk.co.uk>
http://safe-audit.com/ Use 135 million pageviews p.m. on 4,000
host-sites to target your message. Private channel advertising
http://safe-audit.com/promo.html provides hand-picked hostings
to match the profile you need."Multi-Click" technology delivers
fully qualified visitors to the heart of your site at the right price.
mailto:leo_at_global-m.com Telephone +44181 346 0770 Leo
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