Re: ONLINE-ADS>> Cost-Per-Action Price Convergence

Sanford Carr (spcarr_at_intermediacy.com)
Sat, 19 Sep 1998 14:21:39 -0500 (CDT)

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Next message: richard_at_tenagra.com: "ONLINE-ADS>> Banner serving based on content of news articles"
• Archive Home Page
• Search
• Previous message: Bob Serling: "Re: ONLINE-ADS>> Offline Advertising in an Online World"
• Maybe in reply to: R. Bradley Byrd: "ONLINE-ADS>> Cost-Per-Action Price Convergence"

On 17 Sep 98, at 17:47, Robert J. Woodhead (AnimEigo) wrote:

> I'm experimenting with CPC advertising on Safe-Audit right
> now, and one of the major conflicts I find is that the sites
> running my banners want creative that generates high CTRs,
> whereas I want banners that generate qualified
> clickthroughs.

What I want is to maximize my overall revenues. If you want
to tightly target your creative and drop CTR, then you
better pay more per click, otherwise I'll choose another
campaign that performs better for me. I'm more likely to
test a program with a higher CPC rate, because of the upside
potential if the campaign "clicks" with my audience. I'll
avoid high CTR (>20%) campaigns which pay by CPM or at a low
CPC, not because I'm averse to advertisers succeeding, but
because this "leaks" visitors away from the site.

I'm in the process of analyzing my traffic to try to
estimate what a click-out costs me in average page views per
visitor, but I don't have enough data yet.

Sanford Carr
Site Manager
http://www.artandcraftshows.net/

========================================================================
------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
CLIQNOW!/The 24/7 Network, The Mining Co. and AdKnowledge

CLIQNOW! Networks & The 24/7 Network. Buy reach & powerful brands:
*Reuters News, Wall St. Sports, NetRadio, All Apartments*
Get these sites on your next buy. http://www.247media.com/umbrella.html

---

QUESTION: What has 5,000 fingers and has grown 44% since April? It's been
called "a Yahoo! on steroids," and it's spreading fast across the web.
ANSWER: The 500 Expert Guides at http://MiningCo.com

---

7 out of 15 top agencies know that AdKnowledge improves web advertising
effectiveness. What are YOU waiting for? AdKnowledge. We make web
advertising work. http://ads01.adknowledge.com/SmartBanner/page/9751.2

------------------------------------------------------------------------
========================================================================
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com

• Next message: richard_at_tenagra.com: "ONLINE-ADS>> Banner serving based on content of news articles"
• Archive Home Page
• Search
• Previous message: Bob Serling: "Re: ONLINE-ADS>> Offline Advertising in an Online World"
• Maybe in reply to: R. Bradley Byrd: "ONLINE-ADS>> Cost-Per-Action Price Convergence"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.