We selected an appropriate number of trade specific web sites and arranged tests of various banner creatives. Concurrent with the banner ad flights, we also launched an SEM campaign.
Our pilot program clearly showed that the target audience was more apt to use search engines to locate our client’s product than click on banner ads. So we canned the banners ads and put all marketing resources into the paid search campaign. SEM returned at CYR of over 3%, with a conversion rate of about 7.5% and an average CPA of $13.
Promote a software product to a niche market.
We selected an appropriate number of trade specific web sites and arranged tests of various banner creatives. Concurrent with the banner ad flights, we also launched an SEM campaign.
Our pilot program clearly showed that the target audience was more apt to use search engines to locate our client’s product than click on banner ads. So we canned the banners ads and put all marketing resources into the paid search campaign. SEM returned at CYR of over 3%, with a conversion rate of about 7.5% and an average CPA of $13.
