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This client released equal money to that of banners for a major search engine campaign. Without tallying up all
miscellaneous referrals from 3rd party sites that used same search engine and ads, 57% of total unique traffic was being referred by major search engine.
The search engine campaign bought in 150 visitors for every 1 from banners. Please keep in mind here that banner visitors were also not notable sales converts either. The cash spent on banners in this case is nothing more than gold leaf dunny paper.
The "Sponsored Links" you see next to your favourite search engine's results are usually priced by key terms used for your search. A successful bid on ad's account for those terms determines cost of a click through to ad's destination site. After a quick enquiry using one such ad account, I found a low bidding term which related to client's needs and delivered 30% more visitors. All this for princely sum of $22.95.
In other words, client could have $4500.00 banner visits delivered for $22.95. For how many years has this banner campaign been going?
Scenarios such as this indicate one of 2 things; your getting fleeced or gross negligence on your trusted professional's behalf. Black gold is not Texas Tea these days. It's also not newspaper classified ink. Black gold is currently your Web site statistics logs.
Always ask your prospective advertising agency or promotion agent whether they can back up campaign decisions with statistics. Assign someone within your company task of analysing site statistics against ad methods. If there is nobody suitable, then you could save $1000's by paying for an independent 3rd party assessment of your Web site statistics logs.
Mark Senden is an Australian professional within the commercial art and display service industry. His services are sub-contracted to media studios in Australia, UK and USA. His services can be found via;
