Alejandro Suarez Sanchez-Ocana. TIME-sector employer since 1998, CEO of Group Publispain and the network of blogs Entertainment Networks SL, President of Inversora Foley, director and Founding Partner of Yes.fm, adviser and investor in several companies for innovation, new technologies and the Internet.
The real value of a click
The click is the king of advertising since the advent of systems like Adsense contextual advertising. However, in graphic advertising has a very different life, we are tired of seeing campaigns brading graphically and very effective visual click with ratios of less than 1%-0.x.
Advertisers and agencies over the years have gone to seek encouragement and the click of a variety of ways, but there are branding campaigns that should not and can not be measured by the ratio of click thru.
Many carriers, including mine, at any given time in recent years have chosen to avoid or stop CPC campaigns except Adsense.
The reason is obvious, Adsense is contextual advertising, it works and is well segmented. The content is relevant in most cases, and the ratio of click brings the user who is interested in CLICK usually "see behind" the ad. The ratios are positive for advertiser support.
The abuse of graphical advertising on the basis of CPC years ago I did not authorize the sale in our media campaigns CPC, I prefer if there is not even advertising autopromos launch of our websites and services. The reason is the abuse of advertisers (sometimes in convenience with agencies) to deliberately make campaigns brading of which we all know that there will be no click and launch even millions of impressions on your sites at prices of laughter. Over the past 10 years has been notorious cases of banks (especially at the birth of the Internet banking) and I remember a particularly painful for my Yahoo! Music a couple of years ago, in which an August vacation that was launched a brazen campaign brading camouflaged CPC me and millions of prints colaron 8-9 that seemed to say "look at me, but I do not click! "A CPC with what I think they should not bill for it or 200 Euros, so the" colaron "dozens of media. That summer, he and at least 3-4 years, we ban advertising campaigns graphical CPC.
But what a click is worth? That is tremendously variable. I imagine that if you sell cars with a high profit margin, the click of a user interested in that vehicle is high. By that logic very niche areas or large business sectors (tourism, economy, engine) per click prices are high. This is an example of today, nearly 5 Euros for a click on "hotels" and the commission discounting Sedó. Ie click on that should have been paid 6-8 Euros (of commissions Adsense, Sedo) before coming to us. On the opposite side of the clicks you can find everything from token amounts as 0.01 as thematic and Ip.
But for me the most useful to observe the actual clicks is to be able to study, analyze and measure the temperature of niches and segments as competition, price and quantity of advertisers.
Tags: Adsense, branding, clicks, CPC, niches, parking domains, Sedo
41 Comments for "The real value of a click"
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[...] The real value of a clickwww.alejandrosuarez.es/2008/10/el-valor-real-de-un-click / MarketingPositivo for a few seconds [...]
Well yes, actually there are advertisers who "spend three people."
In the same manner and answering the question how much worth a click?, Because what the company that gives you advertising is willing to pay you, because you never know ...
Both in car parks, as in the various media that the price we pay for every click is (often laughable). It is clear that should earn a commission for clicks, as a company that gives you the contents (as must keep staff costs, etc.). Ment is that many the difference is shocking.
There have been cases of advertisers who have paid more than 2 € the click to promote their sites, and the webmaster has received 0.02 cents ...
Personally, I believe that companies of this type should show more transparency and information regarding the advertiser pays, as it is and how much the company receives the webmaster.
I suppose that some day someone will decide not earn much of so few, to mount a platform transparent and win "fair". Long-term insurance that would benefit many more, since it would have a more webmasters on its platform, as they would be happy with their income and they would feel in an atmosphere of trust.
Right now, if you're not a big company and you personally manage advertising campaigns, looking for advertisers for your ... you get portals to go through the hoop, over and give thanks for the charity.
This post reflects what I have often criticized: branding campaigns for the face.
But you can take your example a little more to the extreme with the hated CPA. Millions of impressions, hundreds of clicks .... cobras and only when the advertiser manages to sell a product. Incredible!, Now it turns out that those responsible for the sales we are the media and not the company itself.
But what happens if the sales prices of advertiser are not competitive and therefore does not sell?. Do I blame myself as a carrier?.
On the day that no one accepts CPA or CPC will have taken a big step in online advertising.
A greeting,
I sincerely believe that the best way to assess the advertising is the CPM. We could argue about whether the price is too high or too low etc ... but the reality is that advertising is not just about getting sales. The picture is equally important.
The click ... in a way has to be important to see if someone has seen or not you have seen. If you do not have direct clicks is that you have not seen or bad publicity or put your advertising does not fit all.
[...] The real value of a click. Alejandro Suarez. [...]
Since then click on the AdSense of thematic tourism is far from being paid to 4'92 € ... If you pay by half would not have to seek other sources of income.
@ Jorge Alonso, depends on the time and IP advertiser. Notice that you see in the capture is a notice served by Sedo Adsense precisely.
@ Miguel Angel gaton, these campaigns are clearly an abuse, a tomadura hair to the media in connivance of Central Media and / or Advertisers and Agencies
@ Softaltec, I agree. It is very possible that a click that pays 2 € reversion is minimal for the support.
Often play to offset and half in large numbers.
Alejandro good,
it all depends on how they use the AdServer too.
We became a CPC campaign eCPM, so the rotate with the CPM on equal terms.
If a CPC campaign has a banner on which was not clicking then will be shown far less than another campaign with a good ratio, or much less that a higher CPM campaign.
When the advertiser sees that your banner is not shown on as many times as he expected then either passes the campaign to CPM, or use another banner more "clickable" to move up positions.
At least in our system I think is well thought of.
Greetings
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