Archive for June, 2012
I’m not surprised that the advertising isn’t converting. I knew it wouldn’t. There are 2 really big but fixable problems. The psychology of the guest is wrong. The ads are in the wrong pace. Display advertising placed on the far right, the top, or the bottom of a page is always offered at the lowest CPM (cost per thousand) because it always has the lowest CTR (click through rate) and lowest CTC (click to conversion) rate.
Over the past 11 years I’ve successfully launched thousands of campaigns and it has always been true. Never run your ads with a publisher if they are placed at the right, top or bottom of a page.
The solutions are to place the ads on the left hand side of the page and to place the navigation links at the top or the right hand side of the page. I’d also suggest creating a channel for the ads that is seems exclusive and compelling in color and copy. Finally I’d assemble an editorial team tasked with making sure that all banner ads meet a creative and file size specs.
However, I think some way, some how, Facebook will find a way to parcel out and package into profiles all of the user generated data on its servers which it will then sell to major industries.
On the next page is the article.
- Tom Polanski