Skip to main content

Best of 2008: Social Media Optimization, Part 2

This content has been moved to Best of 2008: Social Media Marketing on the Webbiquity blog.

*****

Comments

Its highly informative. I would be visiting your blog hereafter regularly to gather valuable information.
Real Estate Script

All Time Greats

Email Campaign, Newsletter and Banner Ad Click-Through Rates (CTR)

When planning online advertising and email promotion budgets, it's critical to calculate the likely ROI upfront whenever possible, as well as to establish campaign benchmarks. The first step is understanding the average and likely range of CTRs for various programs. The growth in online advertising, the proliferation of enewsletters, the emergence of new forms of information delivery such as RSS and the emergence of social media sites have all affected CTR, so planning based on current data is crucial.

It can be challenging to find current statistics, but based on several studies, these are typical CTR ranges for email newsletter ads, email campaigns (blasts or internally-produced enewsletters), and banner ads.

Email newsletter advertisements
Open rates range from 28-40%, with an average of about 33%—meaning that roughly one-third of the subscriber base is likely to see your ad. The Advertising Is Good For You blog tracks these statistics from DoubleClick.
The average CTR for indust…

SEO Link Spam - What Is It and Who's to Blame?

Over the years, unscrupulous black hat SEO scammers have used a variety of tricks—keyword stuffing, link farms, white text and others—to try to manipulate search results, and the algorithms used by Google, Yahoo and the other search engines have evolved to identify and squelch the effectiveness of such nefarious tactics.

A more vexing issue for the search engines is dealing with link spam, not only because it is difficult to detect and address algorithmically, but because there isn't even a clear definition. As a website owner, the term represents emails like this:


Dear webmaster,

As a part of ongoing campaign to increase the Link Popularity of My website I am looking for some good potential sites like yours. I review your site and find that, in SEO perspective your site is Perfect. Also, this would be a great resource for my visitors too.

I would request you to consider listing my site.

Title:- My Spammy Website
URL:- http://www.indiaspamforyou.com
Description:- miracle weight…

Best of 2008: Social Media Optimization, Part 6

Google and the Parable of the Turkey

In The Black Swan, Nassim Nicholas Taleb writes about the life of the turkey: for 100 days, the turkey is sheltered, fed and cared for by the farmer. The turkey grows to trust the farmer completely, even perhaps developing a fondness for the farmer (and of course the feed). Then, on the 101st day (with Thanksgiving quickly approaching), the relationship between the turkey and the farmer changes abruptly and permanently. The rationale behind the farmer's apparent benevolence become clear in a final flash before the turkey takes the necessary step preceding de-feathering, vacuum-packing, freezing and shipping off to the market.

Taleb's lesson for us from this: don't be a turkey. More succinctly, don't assume that the future will resemble the past, or, in the words of mutual fund prospectuses, "past performance is no guarantee of future results." Also, remember that there is no such thing as a free lunch.

Of course, that doesn't take into account the perspec…

ON24 Launches Virtual Tradeshow Platform with Real Potential

The concept of virtual tradeshows has been around since at least 2001. The appeal, to both exhibitors and attendees, is obvious. No travel costs. No lost productive time due to travel. No limit on the number of employees you can use to staff your booth or "send to the show." No need to limit the duration of the show to just a few days. No geographical boundaries (assuming you have a way to staff the odd hours). No environmental concerns. No panic because your booth staff flew to Chicago—but your booth ended up in Atlanta.

Yet in practice, uptake has been very slow. This is partly for cultural reasons (can I buy you a virtual drink?) but also because the technology has never quite delivered a user experience that's a viable substitute for physical presence. Now, the folks at ON24 believe they may have changed that. Their new Virtual Show platform combines the company's expertise in webcasting with rich graphics to create a compelling visual environment with useful tool…

Twitter Twaddle, Part 1: What Twitter Is and Why It's Cool

Most Web 2.0 sites fall into one of a few increasingly well-defined categories, such as social bookmarking (Digg, del.icio.us, Searchles), social networking (LinkedIn, Facebook) or file sharing (YouTube, Flickr, podOmatic). Twitter, however, stands alone. (Okay, there's also Pownce, but Twitter is better.)

Self-described as simply a real-time short messaging service and often referred to a microblogging platform, to those new to it, Twitter resembles nothing so much as a giant cocktail party where everyone talks at once and hopes others listen. You can tell who's important by how many "followers" that person has, though that's no guarantee anyone is really paying attention. People (or rather, Tweeple in the Twitter lexicon) can come and go without really being noticed, just like at a real (very, very large) gathering.

Twitter can be difficult to explain to those unfamiliar with it. Jennifer Laycock writes that Twitter is like Post-It notes; lots of them and in mu…

Average CTR for Banner Ads - New Data

MarketingSherpa just published a short article, Banner Ad Size and Click Rate: Bigger a Bit Better, But It’s Clicks that Count, that includes this chart:


Three observations stand out:

1) The data haven't changed much since last year, when it was reported here that "The average CTR for banner ads is roughly 0.25%, with a reported range of 0.17% to 0.40%."

2) Click-through rates are pathetic regardless of ad size, so don't use CTR as the primary metric for evaluating banner advertising. In the words of MarketingSherpa, "Online ads are branding tools. Direct clicks are simply a happy byproduct." Banner advertising is most commonly sold on a CPM basis (and with CTR's like that, it's no wonder). CPMs on B2B publisher sites typically range anywhere from $30 t0 $120, meaning that a banner advertiser is paying $15-$60 per click based on the average CTR of 0.21%.

3) The best response rates come from 300x250 ads, which are typically positioned in the top righ…