The Three Month Rule

From my own research outside of the stats I collect on my sponsors' ads, I've learned that it takes an average of three months of advertising before you see results. This seems to be some sort of standard in the ad world... because it applies to print and online ads. This is why most of the low-cost advertising at Towle Creations is in three-month bundles.

I've also seen that my sponsors' ads tend to follow the same trend (at least, in the stats I am able to collect). I relate this trend to how I react to advertising on the TV, too...

Many times I catch myself seeing a commercial and it doesn't really register. It might be quirky, strange, bizarre or out of place... either way, I really don't pay much attention to it the first few times I see it. It's when that "click" happens (what causes it, I'm not sure - when it happens, again, not sure) that I actually WATCH the commercial and say "Oh! That's what that commercial is all about" or "That's what the commercial is for..." It is at that moment that it has registered and my decision is made as to whether or not I care (I will either search out the product, or not... you know what I mean).

I think banners online work the same way. Whether they are in rotation or are static (in their own dedicated spot), people glaze over them for a while and then one day a CLICK happens - they've actually paid attention and clicked on your banner.

This three month rule isn't always three months. It could be three days, three weeks.... but for a cumulative effective ad campaign, you should invest at least three months worth of time (and money) for one ad campaign. If you like it, then renew! If not, then try another banner or give up the ad completely.

Yes - try another banner. I said it. Sometimes that first three month test-run can be ruined by an ineffective banner. OR, say you signed up for six months or longer on your ad campaign. Make sure you have the option to change your banner at least every three months. That way, you renew interest to those who've seen it, caught the eyes of those (perhaps) that didn't have interested before, and reminded those who pay closer attention to banners that you are still active and want their business.

Bottom line, my suggestion is to ALWAYS invest at least three months of time in your ad campaign on any one site. I honestly believe you will get more for your money that way!