Tim Lee's comments were interested about the optimal level
of targeting. But by raising the level of targeting in his
test, did he change the creative or use the same one? If my
universe is all visitors to a car site but what I really
want are exisiting Mercedes owners with a brake problem,
assuming my targeting allows me to hit exactly whom I want I
can show them a far more relevant message in the banner -
and watch that CTR shoot up.
This is unclear and I would be interested to hear; there is
no point using targeting without improving your creative
(plus of course changing where they end up on
click-through).
========================
Geoffrey Inns
New Media Business Development Manager
Express Newspapers
~+44 171 579 4442
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Received on Fri Jan 15 1999 - 14:14:48 CST
