It appears like a low risk scenario....what am I missing?
If banner ad is straight forward and non-hypish (similar content to overture ad)...is it safe to assume the banner click traffic would be of similar quality to overture traffic? Regardless of audience generating clicks?
If I spend $5k on overture clicks..I love the ROI and dream about more visitors at same price....shouldn't I jump at the chance to spend 100k on similarly priced banner traffic (only paying per click)?
(obviously I will start with small testing, but would love some input)
The click thru rate on ppc is better than the other mediums that I have used. click per lead/cost per lead has been better than traditional banners, html emails, and newsletters.
I would suggest increasing the dollar amount in a step up fashion. Maybe every quarter re-evaluate the budgeting based on roi and re-balance funding. Keep an eye on the ppc tests - some are way better than others. Take into condsideration PPC feeds (ie overture feeding Yahoo)
I'm not worried about the click through RATE (ctr)...if they don't click - I don't pay.
When comparing a banner campaign with a ctr of .000000001% to an overture campaign with a ctr of 3%....the QUANTITY of visitors will be vastly different, but the QUALITY of the visitors shouldn't differ much...should it?
I have a couple of text banners on low/non - commercial sites that rank high in Google. Conversion rate is about the same as for adwords and overture, little less than SERPs. Ads are straightforward, informational, no hype. I think there is a big difference between these and those annoying animated gifs. More is less, it seems