These past 2 months – March and April 2008 – I’ve been running an 1/4 page advertisement for Pixenate in .NET magazine.
So far the results have been disappointing to say the least.
I ran the following ad which contains a URL unique to the .NET magazine ad campaign…
The ad will run for another month but I don’t think I’ll be renewing the campaign.
I scanned the server logs for the past two months to count how many times the http://pixenate.com/info had been visited. This URL was only published in .NET magazine and is not used in any other ad campaign. The results have been disappointing to say the least.
There were a total of 3 visits in March, and just 1 single visit in April.
To put that in perspective: during the same period, 167,431 people visited http://pixenate.com (that’s unique visitors ) and there were 707,676 page views according to google analytics. This is about typical for any given 2-month period – there was no spike in traffic.
Given that a quarter page ad in .NET costs €695 per month, I can’t really see myself continuing with this campaign given such low visitor numbers. So far those 4 visitors have cost me almost €1,400 and the 3 month campaign will cost me €2,100 when it ends. I might add that none of those 4 visitors have converted to sales – but that’s hardly .NET’s fault. I must say I’m really surprised the numbers are so low – I expected at least a 3-digit number of visits with perhaps a handful of those converting to sales.
In case anyone thinks I’m assigning blame to .NET magazine or print advertising in general – I’m not. There are any number of reasons why the visitor numbers from the print ad are so low. Perhaps the ad wasn’t compelling enough. I think it would be interesting to run an ad with a special offer URL – perhaps offer a 10% discount to .NET readers when they visit the tracking URL. It’s quite possible that .NET readers simply visited http://pixenate.com/ omitting the ‘/info’ path. A special offer URL would ensure that readers interested in purchasing Pixenate would visit the tracking URL.
This was my first time running an ad in a print magazine so I’m interested in hearing stories from other Irish and UK internet companies who run print ads. Is my story typical or exceptional? I’d love to hear from people who’ve run successful print ad campaigns.