We often A/B test against ourselves. We test colors. We test headlines. And we run with the winner and feel pretty good about it.
But, you’re only comparing against yourself. You’re not really seeing what’s possible. That’s why it’s always interesting when Google comes out with new benchmarks for display advertising. Here are some of the highlights.
Overall clickthrough rates? 0.09%. Wow. Try impressing your boss with double that clickthrough rate. Well, maybe you can now that you have a good comparison measurement.
Size matters. Larger online ads generate greater response. That makes sense. So, just like a 1/2 page print ad cost significantly more than a 1/4 page, the larger online ad may be worth it.