Re: what's a good click-through rate?

From: NVI Classical Records <nviclassical_at_postoffice.att.net>
Date: Fri, 28 May 1999 16:40:32 -0500 (CDT)

Claudia Bruemmer wrote:
>In a recent ClickZ series on the nuts and bolts of online
>advertising <http://www.searchz.com/Articles/0429992.shtml>
>Michael Aaron said the current industry average is
>speculated to be around .15 percent (according to
>NetGravity, March).

.15% seems discouragingly low. How does NetGravity derive
its statistics? Is there a breakdown by segment? I ask this
because I publish a "portalette" <grin> and I had assumed
that highly-targeted advertising would garner a higher CTR
than non-targeted advertising. This has turned out to be
true -- with a surprising twist.

My site, targeted to audio, gets the highest CTR on
computer-related banners such as software, soundcards and
other hardware. Some of these ads (served through Flycast)
are getting 10% CTR. Even the ubiquitous ads -- such as
Dell -- are doing reasonably well. My audio-specific ads
are getting only 1-2% CTR. Overall, my site generated a
3.79% CTR last week through Flycast-served ads, which
included the "default" audio ads and banners which are
seldom clicked on (such as ads for women's clothes).

Does anyone have any data on how computer-related ads fare
compared to other segments or a segment comparison to
determine which ads perform best to worst in general?

Thanks in advance,

Susan Murray
Webmaster
Hi-Fi Heaven
http://www.hifiheaven.com
webmaster_at_hifiheaven.com

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Received on Fri May 28 1999 - 20:35:52 CDT