Masters of Marketing - Lifecycle Performance Pros

Sometimes the agency won’t tell you which websites belong
to the ad buy you are making. This once worked for me but
not anymore, according to my recent tests. I won’t tolerate
not being told where my ads are going to appear. I need to
know for sure that my ads are appearing on quality sites,
at the top of the page, not at the bottom, thank you very
much.
If the agency is at least going to tell you which websites
you are buying space on, you can go check them out. If you
like the sites and the CPM (cost per thousand impressions)
rate is good, go for it. I don’t pay over $10 cpm. Generally
the higher the CPM the higher the click rate you can expect.
3) Your banner(s) show up on a professional (high traffic)
website that you hand-picked, and you dealt personally with
the owner or ad manager.
This is how I usually go. It’s a real struggle to get a
good click rate in this scenario - but it’s worth it.
Why?
Because it’s where your best prospects are!
Think about it - would you want your banner for pet products
to show up on amateurish pet-related websites that belong
to a "Pets Web Ring"? Wouldn't it be better for your ad to
be on a professional, high-traffic pets-related website?
It’s like advertising in a big city newspaper instead of a
high school newsletter.
4) You put your OWN banner(s) on your OWN web site.
It doesn’t make a lot of sense the way I see it, but some
people do this. You can’t analyze the traffic-building power
of a banner when the person who clicks is ALREADY on
your website! If you have an almost empty web page, and
the only real thing a visitor could possibly do is to
click on the banner, of course the click rate will be
high.
5) Your banners are being made for an affiliate program.
More and more, my personal banner design clients are
having banners made for their affiliates to pick and
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