tag:blogger.com,1999:blog-5563314432369905758.post7928094450733213480..comments2008-04-14T13:21:25.376-07:00David Dekkerhttp://www.blogger.com/profile/11508114791107214216noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-5563314432369905758.post-28707066461718797702008-04-14T13:21:00.000-07:002008-04-14T13:21:00.000-07:00A while back, I had a conversation with a colleague of mine that works on the Blockbuster.com account. His main focus when optimizing is negotiation...of all the moving parts of a campaign(creative response rate, conversion rate, etc), the aspect of the media buy that will have the greatest impact on your back-end results (ex. CPA) is optimizing your cost. "First get your cost down by negotiating with the pub...and assuming your CTR and Conv. Rate stay constant, you can easily cut your CPL in half, without doing much of anything". I never looked at it that way...I mean yeah you always try and get the lowest cost possible, but I never thought to "optimize your rate" prior to optimizing creative. This may be old news to some, but I found it interesting.Johnhttp://www.blogger.com/profile/16355995149614518199noreply@blogger.com