The Zillow Project - Day 6
Yesterday I asked the Zillow team to stop by and explain some things for us…and they did. 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 Zillow Project 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!
