At 10:20 AM 11/17/98 -0800, Mark J. Welch wrote:
>In my experience, a clickthrough rate of 0.25% to 0.30% is
>literally nothing more than "background noise" for a 468x60
>banner ad campaign. You could draw quite nearly that result
>with a blank banner.
>It sounds to me as if your ad is running on some awful sites,
>real garbage, or else the targetting is dead wrong. (I hear a
>flushing sound in the background....)
Disclaimer: www.embassy.org is one of the sites in the DC Orbit network, so
the ad is running on something of mine, BUT...
Mark omits a number of other factors, including the quality of the banner.
Evidence is that click-throughs increase when the banner solicits them...
this banner cycles through two preliminary short teasers then only provides
the conference basics: where, when, who. I'd have spent more effort on
making that final image *look* clickable, and like there might be more
information worth knowing behind it (e.g., an inviting blurb on what the
Morino Institute might be). Just adding "(p.s. this is a free event!)"
might have doubled the click-through rate, if that's all that's desired.
The banner looks like it got all of ten minutes workover in PhotoShop.
I don't think my site best fits the conference target audience, but other
DC Orbit sites (e.g., DC Pages) should fit well.
The giveaway suggestion is a good one; the preliminary seminar is a fee
event, but why not offer that anyone attending the open event who prints
off an entry form from the Web site and brings it in gets thrown into a
drawing for a signed copy of the book those guys are hawking? The
Netpreneur program *used* to dispense interesting tchotchkies...
Ross Stapleton-Gray TeleDiplomacy, Inc.
[log in to unmask] 2503 Columbia Pike, Suite 118
Arlington VA 22204
http://www.embassy.org/telediplomacy/ +1 703 685-5197 / 5257 fax
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