Re: ONLINE-ADS>> Ad Banner Campaign Jam

Robert J. Woodhead (trebor_at_animeigo.com)
Thu, 6 Aug 1998 18:44:02 -0400

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At 3:42 PM -0400 8/6/98, Joe Bartling wrote:
>I don't want to get picky about Robert's comments because I know he was
>speaking
>figuratively. No media is worth 100 times (10 vs. 1000 clickthrus) more than
>another if the motivated action is the same (the click-thru). If someone
>found
>one of our sites because they searched and found our link on a
>free-for-all-link
>page, versus a paid fancy banner, it wouldn't really matter to us.

Joe, I think you missed my point. My experience shows that the source of
the clickthrough is VERY important. Someone who clicks through from the
site promotion services page of Yahoo is definitely looking to register his
URLs. He or she is a great prospect.

Someone who clicks through from "Joe Bob's Link List" is most likely bored
out of his mind (otherwise, they wouldn't be floating around FFA pages,
which are high-noise, low-signal pages, given the amount they are
spammed!), and is thus a lousy prospect for generating income. He or she
almost certainly isn't nearly as interested in promoting a website.

Thus, the Yahoo clickthrough is far more valuable. It is more likely to
generate income for me.

The important metric is "how much do I pay for a clickthrough, and how much
do I, on average, make from it?"

If a banner ad clickthrough cost me $1.00 but made me $2.00, whereas 100
FFA clickthroughs also cost me $1.00 but made me only $1.50, then the
banner ad is a better buy.

Best
R

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