NONE: Re: ONLINE-ADS>> Order conversion
Re: ONLINE-ADS>> Order conversion
Leo Sheiner (leo_at_netcomuk.co.uk)
Mon, 14 Sep 1998 10:42:16 -0500 (CDT)
Joel Gehman <jgehman_at_creativelabs.com> wrote:
<snip>
>The trouble? It's much easier to beat the 0.5% CTR goal
>than the 5.0% CTR goal. It's much easier to beat the 1%
>conversion rate goal than the 5% conversion rate goal. My
>money is on the $1 CPM...
>
>No research has ever been able to validate that the eyeballs
>on a $50 CPM site behave any differently than the ones on a
>$1 CPM site. Fact is, there are only 20MM US HH on the
>Internet. Average Internet HHI is north of $60K; around 60%
>have some college. Sure, at ground zero these 20MM Internet
>HH probably look different. We're not at ground zero...
Of course not all clicks are equal. I do not need any
research to tell me that conversion numbers *will* vary
dependent upon where the clicks are coming from and indeed
what creative is used. I see that every day. I am in the
market selling inexpensive click throughs and CPM yet I
would never claim that a targeted buy from Yahoo will not
get better conversions. They will, but our inventory is so
much less expensive that we can offer a far better cost per
action/sale. I noted your CTR of .5 to .75 That is really
poor. We had one advertiser run a test paying first per
click at 5 cents. Then having established the CTR he left
the original test at 5 cents per click run but bought in
addition 12.5 Million exposures per month at $1.67 and he is
getting a 5.6% CTR. End result is a cost of 3 cents a click.
Of course he is pushing a desirable freebee. Not many could
equal those sort of numbers. The point is that his
conversions are equally high and have been scalable.
Leo Sheiner <leo_at_netcomuk.co.uk>
Buy into 328 million pageviews p.m. on 10,239 host sites to gain
the results you want. 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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