NONE: Re: ONLINE-ADS>> cost benefit analysis click-thru buys
Re: ONLINE-ADS>> cost benefit analysis click-thru buys
Fred Warner (warner_at_wiredsolutions.net)
Tue, 1 Dec 1998 09:30:38 -0600 (CST)
PAUL BRUEMMER WROTE:
>I am not so interested in CPMers bashing CPCers or visa
>versa. I simply would like to know if anyone has had any
>good experiences using Cost Per Click and what distinguished
>your CPC experience.
>
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I have had both good and bad results from a CPC buy
regardless of the cost per click.
The good experiences with a CPC were with deadline
campaigns, or campaigns designed to run for a short period
of time with a specific goal; developing an initial run of
traffic to a site, or selling overstock of a specific
quantity of a specific product for a reduced price...
The down side which I've experienced with CPC buys is that
the administrator of the hosting site tends to over-saturate
the impression level causing the dreaded 'banner burnout'.
Obviously most sites which will operate on a CPC program are
smaller content sites so their regular viewership is rather
limited, but if the hosting site had run fewer banners there
is a possibility that we would still be advertising on them.
Of course we may test their sites again, but for a
continuous, long term campaign I think CPC is death.
Although I have never had this problem, a CPC plan would be
very easy to cheat on and I would not use it unless I
trusted the people at the hosting site. Particularly with
highly targeted traffic.
Thank You,
Fred Warner
Wired Solutions
mailto:warner_at_wiredsolutions.net
http://www.wiredsolutions.net
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