CLINT BALLARD CLINT_at_ACCELERATIONSW.COM WROTE:
>This in my mind, solves the mystery of lower CTR, but higher
>conversion. I think we can postulate a general rule that if
>you run banners on directly competitive sites, you can
>expect to get a signficantly lower CTR, but a very good
>conversion rate.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
It might conclude our long lasting discussions about these
numbers of targeted and untargeted campaign comparison: we
are unable to conclude from this single case that targeted
banner generates lower CTR but higher conversion rates and
lower cost per customer. The only conclusion we can make is
the above postulation. However, it might be too early to
make a general rule from this case. It only raises an
assumption. We need more evidences to prove (or disprove)
this assumption.
Could anyone on this great list provide more cases of
advertising on the competitors' sites?
Cheers!
Tim Lee
Editor -- Journal of Web Marketing Research
http://www.WebCMO.com
A site dedicated to web marketing research.
Participate in "Online Targeting Study" survey to receive FREE reports!
http://www.WebCMO.com/mis/survey
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Received on Sat Mar 06 1999 - 08:32:17 CST
