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Standard Click-thru rates?

anyone have some ranges or a place to find out?



9:46 pm on Jan 22, 2002 (gmt 0)

10+ Year Member

I need to know what's considered "good" for standard 468 banners, 120x600 towers, etc - I know generally speaking that ads have low click-thru rates unless highly targeted, but does anyone have concrete numbers?


3:31 pm on Jan 23, 2002 (gmt 0)

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

That depends.

general cpc campaings for 2001 avged 1-2% ctr.
general cpm campaings for 2001 ran in the 4-5% range.
highly targetted cpm campaigns ran upwards of 10% for us.
highly targetted cpc campaigns ran in the 2% range.
(21m ads served)


4:03 pm on Jan 23, 2002 (gmt 0)

I donít know if this is the type of thing you are looking for but I found this article.

IAB Unveils Ad Impression Guidelines [internetnews.com]

I may have a moment later to scout around some more for specifics.


8:05 pm on Jan 23, 2002 (gmt 0)

10+ Year Member


it all depends, doesn't it:)

You posted some interesting numbers.
I'm very interested in why CPM is higher than CPC? (that is PPC/overture/partner type deals isn't it?

for example, I'm trying to evaluate and Overture campaign, which appears to have done much better than my CPMs, some of which may not have been as highly targeted because they are very low - less than 1% in some cases. but the duration of the campaign is only the last 6 or so weeks of the year, holiday shopping season -so i would expect Click-thrus to be semi high - i'm seeing a range between 6%-17% depending on the product brand. that would seem unusually high..so i'd worry about fraud, except that traffic AND Sales were up 48-50% over last year, when there was no campaign in place.

similiarly, my AdWords have higher % of clicks when the impression volume is lower. so i don't know if it's a comparative figure.

paynt, thanks fo that article - i had seen a similiar one last week, it'll be very interesting to see new standards set up.


10:01 pm on Jan 23, 2002 (gmt 0)

WebmasterWorld Administrator skibum is a WebmasterWorld Top Contributor of All Time 10+ Year Member

Most of banner campaigns I'm familiar with get a CTR of between 0.5% and 1.5%. Some cretive pieces will do better and get anywhere up to 5-10% but average is FAR lower than that.


7:40 pm on Jan 25, 2002 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

>campaigns I'm familiar with get a CTR of between 0.5% and 1.5%
Those are the type of numbers I usually hear people talking about.

>why CPM is higher than CPC?
When talking banners from ad brokers (doubleclick, burst), which is what I believe Brett was mentioning, CPM is paid by impression, and CPC is paid by the click. CPM advertisers have traditionally sold highly clickable banners (they get more clicks for the buck), and CPC advertisers have typically sold branding type banners while only paying for clicks.


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