On Thu, 30 Sep 2004 11:09:10 +0100 "Richard Grove - ®ed Eye Media"
<info®redeyemedia.co.uk> broke off from drinking a cup of tea at to
write:
>How come everyone these days are more interested in getting useless traffic
>through their sites than people who are interested. Too many people are too
>interested in google rankings rather than getting the right people viewing
>their information.
Not quite everyone!
>I put it to you that I think the value of internet advertising has dropped
>so much now that it is almost not worth bothering. Hardly anyone clicks
>banners or buttons, if they ever did.
Oh yes they do. If you have the budget to work with an agency such as
FastClick you can target your campaign to particular types of web
site, geographic areas (like where the site is) and other fairly
sophisticated criteria resulting in some good CTR, the banner adverts
we host through Fastclick are of two types; targeted and fillers.
Ignoring the fillers and our own banners the averaged out CTR for the
whole of September is 2.02% (sample size 783,620), with the top CTR at
7.69% and the bottom campaign with a 0%. By contrast our own free
advertising (very limited targetting, poor positioning etc) on a
banner exchange program realises a CTR of 0.89%
>We are seriously thinking about not paying for anymore online advertising
>and reverting back to "good old print".
Now you tell me! <g>
Seriously, the campaign we are running for you, for free, has realised
a CTR of 0.067% - this where the top paid campaign realises a CTR of
1%. You do have to be careful with your advert design, and choice of
format (banner, skyscraper, rectangle, medium rectangle, pop-under
&c).
There is a lot of money being spent on Internet advertising, and it
does work. But like all advertising, it needs to be properly thought
out, designed, and BE BUDGETED ! The biggest problem is that people
don't run their campaign for long enough.
Matt
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