I had wondered the same thing so I did the math...
At $1.95 per 10,000 impressions and $4.95 for 50 click throughs (I'm assuming the ratios stay the same with larger purchases). First we need to make the $$$$ spent the same. So $1.95 goes into $4.95 2.54 times. So 2.54 purchases at $1.95 = $4.95. That means that 25,400 impressions (10,000 x 2.54) costs $4.95. Now we just need to compare...
50 Clicks / 25,400 impressions = 0.00197. That's the break even... 0.197% click throughs. If your banner does better than 0.197% you're better off buying impressions. If it doesn't, you're better off buying clicks.
I THINK I got the math right. If not, please enlighted.
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