Google just added demographic filters to the Display Network. For many advertisers has the potential to improve your CONVERSION RATES by 10% to 30%.
Some time ago, something I wrote in my newsletter triggered a client to treat my email box as a confessional booth.
(I wouldn’t necessarily encourage this today, as any such sins would be seen by my staff before it gets to me.) Anyway, here’s Kevin’s sordid tale:
I always say there are 3 kinds of work:
$10 per hour
$100 per hour
$1000 per hour
But there are not three. There’s five.
Yesterday at lunch someone told me that the FTC (Federal Trade Commission) is introducing new rules about the use of testimonials.
The gist is: From now on you can’t just quote the happiest and most successful testimonials, you have to disclose how “everybody” does and what “average” is.
Some people are very, very concerned about this.
I happily confess that when I get emails with glowing success stories I ask for permission to use them and post them on the website.
When we get bitter complaints and gripes I do not ask for permission to use those complaints and we do not post them on our website.
I have never taken a survey to find out what my customers’ average increase in Click Thru Rate is; I do not know what the “average result” is. But I can give you a pretty darn accurate estimate, based on some 80/20 math.