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Another counter argument: When you target earlier in the funnel, you're less sure of winning that user. Example: you buy a banner ad promoting a digital camera
by johnrob 17y ago
Another counter argument: When you target earlier in the funnel, you're less sure of winning that user.
Example: you buy a banner ad promoting a digital camera. The user sees it, and decides it's time to buy one. Now he does research, and ends up buying a competitor. While you were successful in creating demand, you ended up sending a customer to a competitor.
That is why display ads are worth less - you aren't guaranteed to extract the value they create.
- ntoshev 17y agoI thought the same. However some content would be better for you and some content would be better for your competitors, and the advertising budgets should be allocated according to the generated sales. Suppose the content in question is an article on high speed photography, and some cameras are better at this than others. Surely an efficient market would reward the article with proportionally more advertising dollars from high speed camera sellers.