would you pay for ANY product that doesn't work 99% of the time?

1. Would you pay for …
A vacuum
cleaner that
doesn’t work
99% of the time?
10/3/2012 1

2. If you pay CPM for …
Search CTR: 0.19%
Display CTR: 0.05%
That even
Search CTR: 0.25%
Display CTR: 0.03% assumes a
Search CTR: 0.13% generous 1%
Display CTR: 0.07%
click through
Search CTR: 0.24% rate!
Display CTR: 0.07%
Source: http://go-digital.net/blog/2011/03/search-ads-versus-display-ads/
… display ads, you ARE!
2/15/2012 2

3. Users don’t look at banner ads
Image credit: http://www.useit.com/alertbox/banner-blindness.html
10/3/2012 3

4. “If users don’t see your
ads, even branding
doesn’t occur.”
10/3/2012 4

5. Don’t pay for impressions…
Pay for impressions
Pay for clicks
… pay only for results (clicks).
10/3/2012 5

6. Dr. Augustine Fou – Chief Digital Strategist
Dr. Augustine Fou is an industry-recognized thought
leader with over 16 years of management consulting
and digital strategy consulting experience, advising
marketing executives in digital strategy, search and
social media marketing. Dr. Fou is the former Group
Chief Digital Officer of Omnicom's Healthcare
Consultancy Group. Dr. Fou completed his PhD at
MIT at the age of 23. He started his career with
McKinsey & Company.
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/profile/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
10/3/2012 6
acfou@mktsci.com