A professional marketing that I know says that “marketing ROI” is mostly nonsense. He says you really can’t accurately attribute marketing costs to sales. There’s just too much chaos to pretend that a simple formula really works. I’m not quite as skeptical as he is, but I do agree that it’s a far more complicated …
Continue reading ‘The problem with tracking conversions from your online efforts’ »
From what I’ve heard, only about 18 percent of web users ever click on a display ad. But studies have clearly shown that display ads affect people’s behavior. Sometimes people see the ad and enter the URL directly. Sometimes it leads them to search on a brand-related term. For example, a web user might see …
Continue reading ‘Measuring the effectiveness of display ads’ »
Yes, they do. Display ads don’t usually work in isolation (i.e., on a click to purchase model). However, several studies have shown that display ads result in more searches on branded terms and more visits to your website. The display ad salesman will tell you that if you’re making a profit in those areas — …
Continue reading ‘“But display ads lift your other efforts”’ »
This is an old story, but interesting. New Study Shows that Heavy Clickers Distort Reality of Display Advertising Click-Through Metrics “The study illustrates that heavy clickers represent just 6% of the online population yet account for 50% of all display ad clicks.”
I get calls from time to time from ad salesmen who want me to spend $10,000 (or more) in display ads on their sites. They promise to give me a great deal and they say their site is a great fit for my products, so I ask them if they’ll take the risk and charge …
Continue reading ‘Using Google’s ad network to pre-qualify a website’ »