With banner ad network and exchange platforms, you can easily buy Trillions of impressions. But what works better when evalute by eCPC, Cost/visitor and COS(Cost-Of-Sales)?

Based on my experience, the more targeted, the better performance interms of CTR and CR~ it’s hard to tell if it wins by eCPC and COS as cost varies depending targeting strategies. Say $2 CPM CTR 0.2% won’t beat $.5 CPC banners with CRT 0.1% in terms of eCPC or cost per visitor. Similar calculation for COS.

As summarized below, we may consider following strategies for Ad network display ads advertising. Test and verify, and you’ll find the best strategy for your business.

• Re-Targeting
• Keyword Targeting
• Channel targeting 
• Content Targeting
• Demographic Targeting
• Geographic Targeting
• Run-of-Network(RON)

As shown in the image, the performance(CTR/CR) decrease while more reach(impressions)available~  and usually eCPM plunge~

 Of course, most ad networks and some sites are using a mix of above targeting strategies. e.g you can do Geo, Demo, Content/Keyword targeting on Facebook Ad platform~ while I was not able to target countries outside USA when working on Myspace system( of course the dynamic ad building tool is a good one~); and in Google Display network, you may use keyword targeting, or managed placements targeting, which actually based on Channels or categories. of course Google Display network with the help of DoublClick, you can do retargeting as well, you may check source codes of overstock.com pages, and you’ll see how google and DoubleClick work together on Re-Targeting~ to be honest, not a big fan~ I’ll talk about retargeting in details in another post.

Back to the subject~ what strategies to use, depending on what stage our business is at, and what your marketing goals~ eyeballs, awareness, new visitors, sales-driven? e.g if you are so focused on new visitors or say new quality visitors, you may need to consider new visitor percentage, Cost per visitor, New visitor CR~ or like what I’m going to talk in another post, how to acquire new visitors and then turn them into new buyers through the integration different banner strategies.   

This has to be a win-win program for Media, media consumers and retailer/manufacturers to make this happen.

• To show up as a “Tab” or channel as part of media site, or just products listed in its existing channel, a flat fee for “Building” this store could be charged; and commision on each order could need to be paid to media.
• And for media consumers and your potential customers,Media site may ask for some cashback/rewards for their print subscribers, as part of their loyalt program.
• For retailers/manufacturer, the return may be obvious. Sales, new customers acquired that fit your targeting strategy, and sales to people who are not purely coupon-seekers and may come back and shop again.

Not saying to ditch your current affiliate partners, but a new way to integrate your Short-term performance and long term goals~ Affiliate program can be a part of your Branding strategy!