I am running an analysis on the top ad banners from several genealogy companies. In case you don’t know, EPC stands for earnings per hundred clicks. This is a measure of their conversion rate and payout and gives affiliates a way to judge programs and ad creative.
Ancestry.co.uk is a 5 star CJ program (payouts of over 20k each month?) with a 3 month epc of $13.68 and a 7 day epc of $2.15. (They have had a huge dip in epc, ie conversion rate, in June for some reason). OneGreatFamily is just a 3 star CJ program (5k in payouts each month?) and has just a $2.74 3 month epc and a $3.77 7 day epc.
Here are Ancestry.co.uk top banners (highest 3 month EPC):
$38 3 month epc and $15 7 day epc. This seems like an ugly banner to me with too many words and not a good call to action. But it is there best performing banner. It could just be the size. It is the only 120×60 they offer.
This one has a $28 3 month epc and is pitching the 1891 census which was hot news. It has good branding and a good call to action.
This one is at $25 and is pitching free access to marriage and death records. Good branding but poor call to action. Good colors.
This is a simple banner targeted at people who know Tony Robinson. It has a $23 epc, is ugly and has a good button.
Here are OneGreatFamily top banners:
This is a strange sized little banner that simply pitches their free trial, shows their branding and has an ok call to action. This has a $16 epc.
This one has no animation, catchy photos, great branding and a great call to action. It has a $15 epc.
Again this one is pitching the free trial and millions of names in their tree. Good branding and poor call to action.
If any of you have input on these banners please let me know.
no comment untill now