Has anyone done a meaningful study on ...
Cost-per-thousand price range for impressions, vs.
Cost-per-thousand price range for clickthroughs, vs.
A reasonable clickthroughs-vs-impressions ratio?
Just in the last hour I've seen "impressions" (banner views) priced
anywhere from $20/thousand to $150/thousand, with the ones at the higher
end braying long and loud about their superior "clickthru vs impression"
ratios, as a means of justifying the high prices. I'm sure the actual
range is much wider than that.
In the past I've seen articles on the net, from people who may or may not
have any reason to know what they're talking about, that say that a
clickthru-to-impressions ratio of 5 percent is very good, 10 percent is
excellent, and anything over that is hysterical dreaming. Others
characterize it as 2 percent = good, 5 percent = great, more than 5
percent = about impossible.
At 5 percent and $20/thousand impressions, you'd be paying 40c for every
tire kicker and window shopper that decided he had nothing better to do
than to take a look. At $150/thousand views, you'd be paying $3 for every
clickthrough.
Are people really paying this? Or is it as I suspect, the "ad rates" on
these websites are dream sheets, with huge discounts being routinely given
to get people to advertise?
. . . . . ep
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