Re: ONLINE ADS >> advertising on free e-mail sites

Ryan Scott (rscott_at_NetCreations.com)
Tue, 12 May 1998 14:46:09 -0400

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> We kind of targeted our advertising by buying the keyword
> "Porsche" for the whole month and our banner appeared on top
> and bottom of the page. Cost =$3,000
<snip>
>
> We got a great click through 13% but however, our campaign
> was a complete failure. The conversion rate was way too
> small.
<snip>

> So, think it really over. Targeted does not mean it really
> is, (as far as free email sites) (since there is no criteria
> for acceptance.)What I do is I always write to advertisers
> and ask them how the ad is working for them. It is an honest
> question and most people reply.

Umberto,

I'm not defending Yahoo's pricing, however, imo someone who is searching for
information on Porsche isn't necessarily someone who is interested in
'spending'
$139 on a raffle, where, lets be honest, they are extremely likely to get
nothing in
return.

Perhaps sponsoring a search engine or keyword phrase like 'win car', 'car
contest',
'win porshe' would have made more sense. You can't get that kind of
targeting with
most engines from what I have seen (correct me if I'm wrong), but I know
services like
Client Direct can do that for you on a per-click basis.

______________________________________________________________________
Ryan Scott - rscott_at_netcreations.com - 212 625 1370
- Reinventing Direct Marketing on the Net -
NetCreations, Inc - http://www.netcreations.com/
- Targeted 100% OPT IN Email -
PostMaster Direct Response - http://www.postmasterdirect.com/
*be sure to quote me in your reply*

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