NONE: Re: ONLINE-ADS> How to SELL web advertising
Re: ONLINE-ADS> How to SELL web advertising
Leo Sheiner (leo_at_netcomuk.co.uk)
Tue, 31 Mar 1998 13:34:55 +0000
"Jason Ellis" <treknews_at_juno.com> wrote in
response to "Jason Ellis" <treknews_at_juno.com>:
>And I have to say to those sites out there who have *ever* said "I'm
>getting tons of click-throughs, but no sales, so you aren't delivering
>good clicks", that you should probably take a look at your web site and
>see where you can improve things. Yes, it's possible I'm not delivering
>good clicks, but it's entirely possible that your site isn't selling the
>product effectively.
Nick made some hard hitting and pragmatic observations and I am
inclined to agree with much of what he says. Of course it is true - as
Jason says - that getting people to your site is just the beginning not
the end of the sales process. However I am sure that Nick was
comparing the conversion rate of one set of clicks with another, both
going to the same site. And the point of my message is that there
are good and bad clicks. Probably the most significant difference in
the quality of the clicks is created by the message on the banner. I
often see very clever or teasing creative which I am sure costs the
advertiser a lot. But I wonder about the results.
If you build a mysterious banner promising a $million to the person
who clicks now you will get a lot of clicks. The triumph of hope over
expectation. But not surprisingly you would not get much of a
conversion to sale.
Conversely, if you had a simple message saying lots of widgets in
stock at the lowest prices, your CTR might not be too impressive
but your conversion rate could be good if indeed your site, products
and prices lived up to that promise.
My advice to advertisers is always KISS (keep it simple stupid). An
unambiguous, vanilla flavoured creative whose message is about
your USP will always get you the best conversion rates. And that as
Nick was saying is what it is all about.
There are of course other factors that make clicks good or bad. One
is the speed at which your site responds. A poor response leads to
a high bailout and that is clearly going to affect your conversion rate. And
there is the aspect of fraudulent clicks (only if you are paying per click).
So you have to know who you are doing business with. Targeting is
very important when you pay per CPM, less so if you pay per click
providing your message is right. My view has always been pay per click
and let your message do your targeting.
Leo Sheiner
leo_at_netcomuk.co.uk
http://safe-audit.com/ Use 135 million pageviews p.m. on 3,500
host-sites to target your message. "Multi-Click" technology delivers
fully qualified visitors to the heart of your site at the right price.
mailto:leo_at_global-m.com Telephone +44181 346 0770 Leo
7 good reasons http://safe-audit.com/main/link/promo.cfm
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