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Re: Increase in Click Rates Over Time

From: Chris Parente <cparente_at_teknosurf.com>
Date: Wed, 18 Aug 1999 21:31:35 -0500 (CDT)

STEFANIE NELSON WROTE:
>Hi, all. I've noticed an interesting thing in my online
>campaigns lately: the increase of click rates over time.

Stephanie:

Who is placing your ads, and where? How big an increase?

I'd be careful assuming that frequency is behind the
increase.

What you might be seeing is optimization at work. For
instance, my company matches up individual visitors to
banners using historical data, and it refines these
algorithms over time. So it continues to "learn" what works
and doesn't. This keeps CTR rates up. (Of course, good
rotated creative always helps.)

Christopher Parente
Teknosurf.com
cparente_at_teknosurf.com
410-244-6493
410-244-1699

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Received on Wed Aug 18 1999 - 22:04:59 CDT


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