Re: Google Success Story

From: Jim Novo <jimnovo_at_sprintmail.com>
Date: Fri 26 Jan 2001 10:34:49 -0500

AL LIERMAN <alierman_at_planigent.com> WROTE:
> Do you or any other list members have click-through
> numbers for your AdWord placements? I understand that
> they cost between $10 and $15 CPM; what I would like to
> know is the click-through rate, and ultimately, the
> resulting cost-per-click. Armed with that info we can
> make an apples to apples comparison between AdWords and
> GoTo.

Depends on whether you use keyword or phrases, have
found it works very much as you would expect. The more
targeted you are, the lower the volume, the higher the
click-throughs. I just proved this to myself by taking
"two word phrases" and putting both words in as
keywords instead (for the same creative), thus
loosening the targeting from "this phrase" to "includes
these words".

Click-through dropped from 7% to .8%. I wasn't
surprised, in fact, was kind of excited, because it
means AdWords is about as pure a direct response medium
as you can find, and that's good for targeted
marketers. And the ability to do that test on the fly
is one reason direct marketers like Google.

I average about 4% on targeted stuff. BTW, I would
expect the audience differences to be significant,
given the way GoTo distributes it's links. Each engine
seems to have a certain type of user. I believe Danny
Sullivan at SearchEngineWatch.com has evidence of
this...

Jim Novo mailto:jim_at_jimnovo.com
Customer Valuation, Retention, Loyalty
Author:Turning Customer Data into Profits
http://www.jimnovo.com





Received on Fri Jan 26 2001 - 09:34:49 CST