What a weekend! Sorry I did not get a chance to post our weekend stats - I had a very busy weekend.
Here are our running totals:
Views: 681
Clicks: 5
As you can see, the clicks are starting to come. Our first click was last week and it took about $4.00 to achieve it. But now, with 5 clicks and 681 views, our cost per click has come down to $1.32 per click. Not bad considering that the zip codes we chose are probably the most expensive zip codes in the state of Minnesota - our Zillow EZ Ads are pointed at the market.
Check back tomorrow for the updated stats. We have come up with an idea to make this project a little more interesting - I will fill you in on the details soon.
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It took eight days and 432 views - but we finally got that click we have been waiting for. It always feels good to get that first one out of the way.
As you can see, our running tally is 432 impressions and 1 click. We will keep you posted throughout the entire $100 Zillow EZ Ad campaign.
BTW - I apologize for posting this so late in the afternoon. It is my eighth anniversary today and I promised to play my wife’s favorite sport with her this afternoon…shopping.
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Some are expected, others are a bit puzzling. And, as expected, the more expensive neighborhoods generate the most interest.
For instance, I bought 1000 impresssions in 2 zips in the expensive neighborhood of Queen Anne. For 98109 I’ve received about 500 impressions to date, and 0 page views. But for 98119, the neighboring zipcode, I’ve received the same number of impressions but 6 click-throughs.
I also experimented with using an individual photo
v.s. a logo
for the same zip codes of 98103 and 98112. In both zips, the photos clicks outdid the logo clicks 3 to 1.
Another interesting trend… I noticed in Rainier Valley (low-value area), I’ve already gone through 1000 impressions and that resulted in only 4 click-throughs. But Beacon Hill, another lower-value area, has received only 84 total impressions w/1 click-through. Not sure what’s going on there….. I suspect the quick use of my impressions must be because I’m the only advertiser for 98108, that’s why I blew through those so fast.
Here are individual stats for each zip purchased. It lists first the neighborhood, the date purchased, the estimated end date, the total number of impressions and then the click-throughs (listed as “Running”):
I think I won some sort of prize, either for being one of the first to advertise or for purchasing so many zips.
Never underestimate the power of schwag!
As I move through the process, I expect to analyze the data and try to measure the total rate of return for the ads. I’m guessing tangible results may be difficult to measure in the short term, as we’re talking about raising profile here, not just immediate lead conversion, so it may be difficult to gauge. But we’re building a brand for and this could be an EZ way to help do that.
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Yesterday I asked the Zillow team to stop by and explain some things for us…and . Dave G. from Zillow explained:
” I can answer your question about your ad not showing up on every page.
When you buy EZ Ads, you specify the number of views your ad will get and the duration over which we should show your ad. From your reports, I’d guess you purchased 1,000 views over one month. That will represent some fraction of the available page views in the Zip codes you have targeted. We try to serve your ad more or less evenly over the duration you selected - so we space out the ad views according to the fraction of available impressions you’ve purchased.
In future, if you’d like your ad to show up more often, you could either;
a) buy more impressions,
b) choose a shorter duration (1 wk vs 1 mnth)
c) target fewer zip codes.”
I very much appreciate Dave taking the time to give us this information - like I said in the past, the Zillow team is great!
After reading Dave’s information, I logged into my Zillow account to make the changes…unfortunately, the user panel does not allow me to make these adjustments. I will have to run a new spot or cancel this ad and then create a new one (unless I missed something). One suggestion to Zillow would be to allow advertisers to change anything they like, whenever they like - it makes our lives easier when you implement my golden rule - The Path of Least Resistance.
Anyway, on to the numbers for today…
EZ Ad Results - Day 6
Total Impressions - 326
Total Clicks - 0
According to Dave from Zillow, the LakePlace.com ad would receive more impressions if I shorten the run-time…again, the Zillow userpanel does not allow me to change my run time…so I will have to think of something else.
As far as the click-throughs go, I am not surprised at all by the number. 326 views and 0 clicks is not disappointing, it is the norm with CPM advertising and to be expected. But to put this into perspective (good or bad), I could have paid $3.26 to Google, Yahoo, or MSN and guaranteed myself a click.
Please keep in mind - we are still in the very early stages of the and we will have to look at the long-term results to really get a good idea of effectiveness.
Check back tomorrow as we await that first click!
