RE: ONLINE ADS>> ClickThrough Rate-Indication of sites quality?

From: Giuseppe Farese Castelli <gfarese_at_ssebbs.com>
Date: Sat, 17 Jul 1999 08:17:53 -0500 (CDT)

SADIQ JAFFER WROTE:
>Sites with gripping and high-quality information are likely
>to have much much lower clickthrough rates than a site with
>rubbish content. If you were reading through a webpage and
>saw an advertisement, you are more likely to click on it if
>the page content isn't gripping and high-quality.

I think the CTR is not related to the quality of the
content, but the target for your advertising and the site
you select. The number of impression should be related to
the quality of the content.

We've done some research and we have set a campaign using
the same banners in 3 sites: an online newspapers in the
economic news section, a content specific site of economic
news and a search engine. In the 3 sites, we're targetting
to the same kind users.

We had a better CTR in search engines, because it's an exit
point for the user: they were looking for an URL regarding
economics.

The same banner on the online newspaper and the content
specific site got a lower CTR, and they were rich in
content.

But in another test we did promoting an online store, we got
the same results in the online newspaper and in the search
engine, targeting the banner to the same kind of users.

Regards,

Giuseppe Farese
gfarese_at_auyantepui.com
http://www.auyantepui.com/

------------------------------------------------------------------------
        This week's Online Advertising Discussion List sponsors:
                  Iconocast, Acceleration, and TeknoSurf

Michael Tchong's ICONOCAST * More CONCENTRATED Than the Leading Brand
  It's what IN-THE-KNOW interactive marketers read FIRST every week
           SUBSCRIBE TODAY! => http://www.iconocast.com/

                                                ---

###100% GUARANTEED### Pay-Per-Click and Pay-Per-Download Advertising
      All of your money back if you are not completely satisfied!
-->> http://www.clicksales.com/ and http://www.downloadsales.com/ <<--

                                                ---

TeknoSurf, the Internet's largest Interactive Direct Marketing company,
  offers opportunities for advertisers and web publishers to conduct
business and generate revenues via the Internet. http://www.teknosurf.com/

------------------------------------------------------------------------
Received on Sat Jul 17 1999 - 08:58:44 CDT