NONE: RE: ONLINE-ADS>> Online advertising on a smaller budget
RE: ONLINE-ADS>> Online advertising on a smaller budget
Jim Dattilo (webmaster_at_findyourdream.com)
Tue, 22 Dec 1998 13:07:21 -0600 (CST)
I WROTE:
>Learn from this what you can. It seems that cost per click
>worked best for us, since we didn't have the money to gamble
>and CPC means you don't pay without results.
THEN MARLENA SCHWARZ <MSCHWARZ_at_DDBDIGITAL.COM> WROTE:
>I'd like to see your banner creative pre and post hiring a
>pro to help. Could the quality of the banners have had an
>impact perhaps? Is it really pay per click that was the
>winner or was it the creative?
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
I think that both were the winner. It is obvious to me that
our newer creative was better designed and achieved a higher
click through. That is where the higher traffic came from.
But we wouldn't have been financially able to expose that
banner with a CPM campaign.
I did the rough math for the same response from a CPM
campaign. We received roughly 2000 click-throughs from our
banner. With a high click through (for argument, 2%), we
would need 100,000 impressions. Since we targeted the
banners, we also received a higher click-through rate, and
this would have probably cost us in the range of $25-$40
CPM. For argument, we'll say $30. 100,000 Impressions at
$30 CPM is $3000. For our CPC campaign, we paid $600.
I won't argue for or against CPC. Methods have their
function, CPC, CPM, and CPA (cost per action). Our
experience is that CPC allows tighter control of spending,
and our narrow budget requires such thriftiness.
We don't have our old banners live anymore, though the new
banners are on the following link
http://www.findyourdream.com/linking.htm. The "warning
message" banner is the most effective banner we've used and
continues to generate considerable click-throughs.
Happy Holidays,
Jim Dattilo
Editor/Webmaster
www.FindYourDream.com
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