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Subject: UKNM: Re: Banner ads ...
From: Matteo Berlucchi
Date: Thu, 30 Jul 1998 12:31:12 +0100

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

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,

I hope this helps.


Matteo Berlucchi E: matteoathyperlink [dot] com
Web Marketing Manager A: matatairmail [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

  Re: UKNM: Re: Banner ads ..., Ray Taylor
  Re: UKNM: Re: Banner ads ..., Nick Gilbert

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