My Yahoo banner ad
In February of this year, I decided to try running a banner ad at a major search engine.
Why not go right to the top, I figured. I called Yahoo! and asked them what it would take
to get a banner ad placed at their site. It was a breeze -- all I needed was a good banner
and a minimum of a thousand bucks.
So, I spent a few hundred dollars having a couple nice rotating banners designed. Then,
after speaking with their sales rep I settled on some keyword banner advertising. The
banners ran for the entire month of February.
I was lucky enough to secure great keywords such as "home business",
"business opportunities" and "online marketing" so when someone typed
these keywords, my banner would pop up.
The results? After the campaign was over, I spoke to the sales rep and she said I had
achieved a very good click-thru rate of about 8%. That is, for every thousand times my
banner was displayed, I had about 80 people visit my site. Or, for the roughly 28,000
times my banner popped up, I achieved a total of just under 2300 visitors.
Now, since these stats were new to me, I did not have anything to compare them to. So, I
did what any business owner would do. I added up my sales and the total of new gazette
subscribers (possible future sales) this campaign brought me.
My monthly sales were up by about 7%, or $1200 -- just under the total I spent in the
campaign. I also received about 220 new gazette subscribers who reported finding me
through my Yahoo! banner. Naturally, many of these would result in sales eventually as
My rating on a scale from 1 to 5: (3)
Although I would do it again, I had expected a bit more action. It certainly wasn't a
waste of money, but when I went a step further and figured out that I paid about 65 cents
per visitor I didn't rush right out and renew. My suspicion is that "branding"
would be the best type of campaign for this advertising medium. I'm a little too small for
"joke of the day" email list sponsorship