NONE: Re: ONLINE-ADS>> cost benefit analysis click-thru buys
Re: ONLINE-ADS>> cost benefit analysis click-thru buys
Leo Sheiner (leo_at_netcomuk.co.uk)
Thu, 3 Dec 1998 07:05:52 -0600 (CST)
FRED WARNER <WARNER_at_WIREDSOLUTIONS.NET> WROTE:
>Of course we may test their sites again, but for a
>continuous, long term campaign I think CPC is death.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
At Safe we do lots of long term high volume per click
campaigns and I would say it just depends on the type of
campaign. It is hard to generalise. We ran one campaign for
a major free hosting site that lasted exactly one year. I
guess that was probably a record. Our volumes were around
10,000 clicks a day and when we ended the campaign the
conversion rate was running at one in ten clicks which was
exactly the same conversion rate as when we started with a
year earlier. Off course we added and changed creative from
time to time.
Curiously the client replaced the per click campaign with a
CPA one that was calculated to provide the same ROI. That
has been succesful generating 700 conversions a day (that
will rise in the second month) as most members hosting that
campaign were happy to migrate to the new CPA campaign.
Tommorrow we are starting an additional parallel CPM
campaign for that client and it will be most interesting to
see whether one will draw from the other or if as I suspect
it will simply increase his overall volume of conversions.
FRED WARNER <WARNER_at_WIREDSOLUTIONS.NET> WROTE:
>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.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Cheating is a problem with click throughs and all networks
have their own methods of monitoring and dealing with it. I
would like to think we are one of the best both at detection
and termination of cheat sites. I don't think an individual
advertiser or agency can have the tools, the experience or
the resources that a large network can deploy to combat
cheating.
15,000 member host sites provide the quality results-oriented
advertising solution. Free consultancy and animated banners
Why advertise using Safe? http://safe-audit.com/adpromo.html
Why host banners for Safe? http://safe-audit.com/hostpromo.html
mailto:leo_at_global-m.com Telephone +44181 346 0770 Leo
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