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Pay per click banner advertising?



12:24 am on May 7, 2003 (gmt 0)

10+ Year Member

Does pay per click banner advertising work?

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)


3:11 pm on May 7, 2003 (gmt 0)

10+ Year Member

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)


3:22 pm on May 7, 2003 (gmt 0)

10+ Year Member

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?


3:38 pm on May 7, 2003 (gmt 0)

10+ Year Member

I've seen a big difference in the quality. I've found that users coming from search engines have a higher click to lead ratio than those that come from traditional banners on related sites.

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"


4:07 pm on May 7, 2003 (gmt 0)

10+ Year Member

So impulse visitors convert a bit lower than searchers on a misssion...

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.


1:41 pm on May 8, 2003 (gmt 0)

10+ Year Member

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


1:58 pm on May 28, 2003 (gmt 0)

10+ Year Member

Could some one advice me about the best webs for do pey per click banner campaing?



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