I'm curious, do any seasoned media buyers here have any insights into the different behaviour between banner clickers and ppv poppers?
The reason I ask is I'm trying to get a handle on this display business. I've set up a few campaigns in sitescout, nothing flying so far, but I'm learning plenty.
For a couple of these campaigns I have essentially taken proven PPV landers and turned them into banners. I know the offers convert, because they get steady conversions from ppv traffic. And I'm getting clicks on my banners too, with some testing I'm getting CTRs of 0.8% and better, which as I understand it is not too bad as a starting point.
The thing is, although I'm getting clicks, I'm not getting any conversions - at all. Based on the conversion rate for the offers I'm promoting through ppv, I should have had plenty of leads by now, but there's just nothing.
Hence I'm wondering if there is a different mentality involved when dealing with banner clickers. Are they simply clicking out of curiosity? Is it common to see lower conversion rates from banner to offer as opposed to ppv lander to offer?
Cheers…
PT
Only thing that matters is your end CPA that you buy at, CTR is a good measure but not a be all end all. You have to walk a fine line between curiosity and information. Test out various other styles until you find one that works (make sure the styles are different) and go from there.
Max
I get that optimising for CPA is important. I guess my question in a nutshell is this: I can get 100 clicks from a ppv lander through to the offer, and know I will get, for example, 10 conversions. When I run the same lander as a banner and send 100 clicks from that banner to the same offer, I get 0 conversions. So far this has happened on three campaigns, so I'm wondering if seasoned media buyers regularly see lower conversions from display to ppv?
I understand there is a balance between curiosity and information, but given the message is the same on the ppv lander and the banner, and that there is a direct correlation between ctr on different style ppv landers and their corresponding banners, I would expect the clicks to convert in a similar way, but that's not at all the case.
Now to confuse me even more, I've got a display campaign that is showing real promise, but I've not got a ppv equivalent to compare that one to! Ha. I'll have to try it the other way round and see what occurs....
PT
with display its all about the RPM....or ECPM.....that is the number you need to look at most.....getting caught up in CTR and other stuff is kinda pointless....yes CTR can have an effect on things but at the end of the day with display
RPM - CPM = profit
So people click a banner for a wide variety of reasons.....and every offer is a bit diff....there is no steadfast rule for any display camp