<i>&gt;&gt;Basically, I found that the referral (or clickthrough) rate for 12</i>
<i>&gt;&gt;on-line ads studied ranged from 1.40% to 0.36%.</i>
<i>&gt;These numbers are not much lower than direct mail response, which hovers</i>
<i>&gt;in the 2-3% range for a successful mail campaign.</i>
Trying to generalize about banner click through rates is a futile
excercise...but it might help to know that at least one significant internet
advertiser, whom I am under a confidentiality contract with, has been
achieving click through rates on banners in Infoseek and other search engines
as high as 13%, and commonly in the 5 to 8% range by constantly refreshing
the banners, and being sure that they offer the consumer a concrete benefit
(rather than "click to my site" copy) and appealing graphics.
Also, I agree with what I think Cliff Allen was trying to say, that click (or
response) rates have to be evaluated in the context of costs and benefits.
It might well make a lot of sense to pay a high per-click rate if it was
bringing qualified traffic to a sight selling something with a high ticket or
high profit margin.
Daniel Ambrose
ambro.com
bookz@aol.com
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