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the click-thru is dead



6:39 pm on Jun 27, 2000 (gmt 0)

WebmasterWorld Senior Member rcjordan is a WebmasterWorld Top Contributor of All Time 10+ Year Member

Click-Through Rate, R.I.P. [clickz.com] This is required reading in order to get your WebmasterWorld diploma with a major in marketing.

On my sites, some sponsors have a mix of full banners flying in random rotation and permanent butons on some targeted pages. I had noticed that have the mix seemed to improve the clicks on the buttons. I've been trying to explain this to some of my small-biz sponsors. In fact, here's a cut & paste from an email that went out last night.
> For sites like ABCcompany, there is a certain
> amount of "branding" derived from the imprint, but
> the keen interest is, of course, on the clicks.
> Expect 2 percent clicks on the buttons, less than
> 1/2 percent on the banners --slightly above the
> industry average. There is anecdotal evidence that
> the banners do reinforce the click-thrus on the
> buttons, but that is very subjective.


11:29 am on Jun 29, 2000 (gmt 0)

WebmasterWorld Administrator brett_tabke is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

How would the networks ever deal if commercials worked on click throughs? The station only gets paid if the the tv viewer changes channels? It was a dumb concept from start to finish. Please help kill the click through - do not support cpc advertising.

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