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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)
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)
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 see it as the difference between those that are actively searching out information and those that see a banner and go "oh, yeah - I wanted to know about that"
If our search traffic is currently converting @ 3% (sale of widget repair service).....would it be reasonable to expect CPC banner visitors to convert at 1.5%?
Keep in mind that we offer widget repair service (not much of an impulse category). If you dont have a broken widget, our ads probably wont be very interesting to you.
Thanks for your comments.