RE: Pay-per-click placings
BRETT PITTAM <brett.pittam_at_btclick.com> WROTE:
>I would be
>interested in hearing from anyone who has an opinion
>on whether it is absolutely necessary to buy No.1
>position or whether No.s 2 & 3 have equal merits because
>of people's online behaviour - to explain, I don't
>necessarily click on the top listing when I do a
>search neither do my colleagues, but am more inclined
>read the descriptions closely and to click on the 2nd
>or 3rd listing.
I remember reading on Goto.com that they claimed that
position number one got three times the amount of traffic
of position number two. Since they have a vested interest
in making that claim one has to take it with a pinch of
salt.
My gut instinct tells me that position two or three
could easily get more traffic than position one if the
header and description of the placement was more
appropriate to the keyword/phrase and if it is more persuasive/
attractive than the position number one header
and description. And then since I have been intimately
involved in advertising on the Internet for six years
now, I will also add that getting the click is not the
issue, it is ultimately conversions that count (I have
lost track of how many times I have said that in six
years).
Conversions come from the appropriateness and attraction
of the offer, the credibility of the product and company
(branding) and the usability and persuasiveness of the
site. I have seen many people more concerned about the
number of keywords they can bid on and getting the best
rank they can, rather than ensuring that the keywords
chosen actually fits their offer well. And that is a
waste of money.
But to come back to Bretts question, We have just
launched www.managebid.com which completely automates
the bidding process for pay for rank search engine, the
most notable of which is goto.com We will, further down
the line, have a database which will be large enough to
do a proper statistical analysis and then we will be
able to answer that question with some real hard data
and therefore with authority.
Leo Scheiner mailto:leo_at_netcomuk.co.uk +44 208 731 7077
http://safe-audit.com
Pay per action high volume web traffic
http://managebid.com
Easy effective search engine management
Received on Thu Aug 09 2001 - 13:34:23 CDT
