UKNM: Re: Banner ads ...

[Matteo Berlucchi]

Dear Amy,


Two comments on banner ads:


1) The best way to assess the success of your campaign is not by

measuring the 'click-through rate' (CTR), but by analysing what the

people that click on the banner actually do once they are on your site.


For example, let's say you bought 50.000 impressions on site A and B to

promote your e-commerce site. At the end of the campaign site A has

generated 5% CTR and B only 2%. Site A will have brought 2.500 people

and B only 1.000. But if 30% of people coming from site B (300) had

bought products from you against a 10% of sales from site A visitors

(250), then the campaign on site B will have proven more successful.


In order to be able to track 'browsing behaviour' you need some tracking

software (we run our own for our clients).


2) Banner ads are only good at one thing: brand/new products awareness.

When clients talk about banners to increase traffic, I generally suggest

to employ a banner ads campaign only to raise awareness as average CTR

is only 2%-4% (b-ads!). If you buy 100.000 impressions, a high number of

people will see the ad but only 2.000-4.000 will actually come to the

site.


In order to increase traffic and improve on the quality of your

visitors, you need an integrated web marketing strategy aiming first at

identifying your target customers and then at tailoring your offer to

their needs. Alternative web marketing strategies are proving more

effective at building quality traffic (newsgroups posting, partnerships,

etc.).


I hope this helps.


Regards


Matteo

-- 

Matteo Berlucchi                           E:

matteohyperlink [dot] com

Web Marketing Manager                      A:

matairmail [dot] co [dot] uk

Hyperlink plc                              T: +44 171 240 8121  

8 Upper St Martin's                        F: +44 171 240 8098

London WC2H 9DL                            W: www.hyperlink.com