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Click-Through Rates With New Ad Sizes

new ad format click rate

5:42 pm on Aug 24, 2003 (gmt 0)

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Just wondering if anyone has any stats on click through rates after switching to a new ad size. I am contemplating a switch from the banner to the inline rectangle.
2:01 pm on Aug 28, 2003 (gmt 0)

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For me there is a 25% more from 120x600 to 728x90.
2:09 pm on Aug 28, 2003 (gmt 0)

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Blue_Fin, could you share what percent increase you're seeing in CTR since you replaced leaderboards with banners? In other words, what do you mean by "significantly higher"?


2:28 pm on Aug 28, 2003 (gmt 0)

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About 85%-90% higher CTR. And I replaced banners with leaderboards, not the other way around.
2:51 pm on Aug 28, 2003 (gmt 0)

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From banners to leaderboards => CTR +60%
(At the same time => cpc -20%)
3:06 pm on Aug 28, 2003 (gmt 0)

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Over the first full week of running leaderboards (to replace partly banners and partly skyscrapers), it seems to be worthwhile.

In this week impressions were little changed (up 3%) so reasonably comparable. Average Click-thru rate was up almost 25% from the previous rate, CPC was down 5%, total improvement in CPM (revenue per thousand impressions) was up 18%.

Perhaps the most interesting stat is it seems to be less volatile. Although days still vary greatly for no obvious reason, the ratio of highest:lowest daily CPM has gone from 2.7 to 1.7, in other words the worst perfoming day in the previous week was a bit above 1/3 of the revenue of the best day, now it's better than half the best day within the week.

So it works for me so far, although I've no way of knowing if this improvement would have happened without any change. It does seem to have started with a bang and tailed off though so it may not even retain this gain next week.

3:31 pm on Aug 28, 2003 (gmt 0)

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728 * 90 still performs at a nearly triple click-thru % over 468 * 60 for me and the percentage doesn't change much day to day. This seems to say that many people who decide to click on the ads will click on more ads if given the opportunity. Perhaps, a nice Christmas present from Google will be the introduction of the six ad banner?

(pretty please:.)

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