Click Through Rates

[sugarkane]

I currently have banner ads for a single keyword on Yahoo, and have noticed a steady decline on click-throughs over the last twelve months. I'm reluctant to change the ad design as I know it's a winner, but if this decline isn't typical I evidently need to change something.

So, my question: I know there is a general decline in online advertising, but has anyone else experienced declining click ratios in particular?

[tedster]

I'm also seeing a (small) decline for two different banners distributed over 7 Yahoo keywords. That is, impressions are staying roughly the same but clicks are declining slightly over time. It's not enough of a diffrence to cause any concern -- the ROI is still acceptable to the client.

My assumption is that some percentage of impressions are from people who regularly search on those kws, so a second click from them is unlikely.