Reply.com Launches Click Marketplace For Small Advertisers
By Anna Johnson on December 5th, 2008Reply.com has launched an interesting pay-per-click (PPC) advertising marketplace called the Click Marketplace. It aims to give small businesses without huge ad budgets access to highly targeted advertising.
Here’s how it works. A user clicks on an ad and is immediately taken to a page that prompts them for basic information related to the category of the ad. For example, a real estate ad might prompt users to enter their zip code.
Based on the user’s input, the Reply system will then direct the user to the website of one of its pool of advertisers in the Click Marketplace. Which advertiser’s website the user will see will depend on the outcome of a real-time auction between the various advertisers.
If my interpretation of Reply.com’s click funnel is correct, Reply.com estimates that out of all the raw clicks on your ad, 30 to 50 percent will be filtered out at the ‘qualification’ stage i.e. when users are prompted for more information. This means that, if you win the real-time auction, about 50 to 70 percent of the original prospects – who, in turn, are more qualified – will arrive on your website.
