NONE: ONLINE-ADS>> Tips for affiliate network's advertisers
ONLINE-ADS>> Tips for affiliate network's advertisers
Giuseppe Farese Castelli (gfarese_at_ssebbs.com)
Fri, 4 Dec 1998 09:07:17 -0600 (CST)
Hello:
We're a web site directory and search engine in Venezuela,
in spanish, and while we deliver more than 1.000.000
impressions/month, we sometimes have 100% of our ad
inventory unsold. After reading with very interest this
discussiŪn list, we decided to join some affiliate networks
3 months ago in order to start selling our unsold ad
inventory, starting with ClickTrade.
Our site seems not to be a very a good option for
advertisers at ClickTrade because it's in spanish and 80% of
the users are Venezuelans, so we decided to pick advertisers
with banners that sell products that can be charged by
credit card and delivered by international postal mail, or
software companies that offer downloads, webhosting, etc.
Our first problem was the quality of the banners. Most
banners don't seem to follow the basic rules for banners:
colors, message, etc. The secord problem was that not all
advertisers have banners, only text links. So, we've less
than 5% of elegible sites and now we have some banners of CD
& video stores, internet software, web hosting, vitamins
stores, etc.
>From our ad managment software stats, those banners get
about 1 to 3% CTR, but Clicktrade only count clicks from the
same IP every 24 hours. Considering that 80% of Venezuelan
ISP use proxy servers due to the costly bandwidth, we're
getting paid almost nothing for those clicks.
But the reason for this email is that we found an advertiser
that have its banner translated in many languages, like 8 or
10 different languages and we downloaded the banner in
spanish and set 280.000 impressions for 3 months: Sep, Oct
and Nov. Today, Dec 2, I can read in our ad managment
software:
281.622 impressions, 43.974 clicks, 15,611% click thru (the
best banners we ever had in 2 years)
but, ClickTrade reports
10.437 clicks
for the reason I explained before: same IP and users
connecting thru proxies.
We're getting paid only 1/4 of the clicks we've sent to this
advertiser, a 15,61% CTR becomes 3,70% CTR (10.437 clicks
with 281.622 impressions), it's a very good result for the
advertiser. For is more or less good, because it seems that
we're getting paid for a 3,7%.
This situation is not the same for advertisers's banners at
ClickTrade with a real 2% CTR from our ad management
software. Getting only 1/4 or 1/5 of those clicks accounted
at Click Trade, even if we sell *all* our ad inventory,
we'll get paid enough.
Example: 1.000.000 impressions, 2% CTR is 20.000 clicks and
then, with ClickTrade 24 hours for same IP's policy, let's
say 1/4 of the clicks, it's like 5.000 paid clicks, let's
suppose $0.03 per click, the total is $150.
No Way: 1.000.000 impressions is never so cheap as $150.
Advertisers need to pull up their fees for every click,
within affiliate networks, if they really want serious
content sites consider them and drive traffic to them.
Also, if the product or service you promote or sell at your
site can be of interest for foreign users, consider
translating your banners in many languages. We've some stats
for the same banner in english and in spanish and we
consider this determinant, even if the Internet is mainly in
english.
I'll try to resume our experience with other similar cases
next,
Regards,
Giuseppe Farese
http://www.auyantepui.com
gfarese_at_auyantepui.com
gfarese_at_ssebbs.com
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