The Truth About Banner Ads! Another South African Rip-Off
There is a view that Banner ads do not work and no doubt in many cases it is true and certainly if the cost of banner advertising is compared to the profitability of such ads.
The truth is that Banner Ads work fantastically well if you know how to construct ads and display them on the right web sites.
In South Africa as I see it it Banner Ads are just splashed around the web without much concern for targeting.
I am prompted to write this short article after chatting with another Internet Marketer yesterday who told me that some of the leading suppliers of banner advertising opportunities are charging in excess of R200 CPM (ie R200 per 1,000 impressions... M is the Latin Numeral for 1000)
Quite frankly this is nothing short of bare-faced robbery.
How Can I Say This?
Google charges a minimum of $0.25 CPM (about R2)... ie 1% of the charges discussed above. Now it's true that you wont get much exposure for $0.25 CPM it does puts things into perspective. Not only that using Google you can specifically target sites using banner ads. You can also select from 9 different banner ad sizes.
I run many banner ad campaigns using Google Adwords and find then extremely profitable for the simple reason I am in control and know exactly what I should and shouldn't do.
Ultimately it's not about the CP it is about the cost per click (CPC) and then the conversions resulting from the clicks... always ask the supplier of banner advertising what is their historical CPC from their banner ads rather than the CPM. More often than not the organisation will not be able to answer or will not answer the question because they know that the CPC equivalent is absurdly high..
An Example for 7 days Ending Thursday April 8th
For part of the campaign I was discussing in my previous email about conversions this is the data for my banner ads for the latest 7 days period
- Impressions... 364,822
- Clicks:... 1,386
- CTR... 0.38%
- Cost... $697.60
- CPC$0.50...
- CPM... $1.91 (ie R13.95 per 1000 impressions)
How on earth can any company charge R200+ per 1000 impressions based on this?
If you have any horror stories about banner ads I would love to hear about them.
If you really want to learn about the power of low cost and highly effective banner advertising then you'll get all the info, tips and tricks you will ever need to know at the upcoming workshop.
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