One of the great promises of online advertising has been the possibility of directly measuring ad response by measuring clicks on the ad.
However, once you better understand the internet, you realize just measuring clicks isn't enough.
For example, most who click on an ad generally don't make a purchase right then. They will book mark the web site and then visit later using the book mark and make a purchase. Using the book mark to visit later means the purchase won't be associated with your ad!
A BETTER MEASURE OF AD EFFECTIVENESS
A better measurement of ad effectiveness is to think in terms of keeping your brand and product offerings always fresh in people's minds.
" ... online display advertising is able to significantly increase (by 20% to 30%) top of mind (spontaneous) awareness ... online on average is 20 times more powerful than the click through metric would have us believe ... on average 3.6% went onto visit the advertiser later compared to an average 'click through' rate of 0.18%". - Matthew Dodd, Rebooting the Online Ad Metric - A new way to measure effectiveness
Focusing on clicks is essentially flawed in two ways:
It assumes that for an ad to work it must be clicked.
It assumes that any previous impression or touch point delivers no value.
A more effective approach is to think more strategically and aim to keep your brand and products fresh in people's minds. Then when they go do a search with the intention of making a purchase to fill a need, they're much more likely to do a search specifically on your brand or product.
With our very affordable ad rates and our near 50,000 and growing monthly audience, just ask our ad guy, Les about getting your brand regularly in front of modelers who hang out online!
Les' contact info is:
Les Halmos, Model Railroad Hobbyist
515 Willow Ave.
Woodburn, OR 97071-2109 lesh@mrhmag.com 800-920-6020 ext 3 or: +1-418-571-2583
