NONE: Re: ONLINE-ADS>> Yahoo! Advertising
Re: ONLINE-ADS>> Yahoo! Advertising
Linda Wilson (lwilson_at_interlog.com)
Tue, 15 Apr 1997 09:41:56 +0600
I've advertised on most of the major search engines, in both categories and
keywords, although most of our budget is directed toward the more targeted
keywords. I am now at the stage where I am re-evaluating our contracts and
deciding what campaigns to scrap and what to keep.
A search engine's overall popularity has little to do with our choices as
the number of impressions delivered for a particular word varies widely
from engine to engine. The true indicator for me is the cost per
click-through. We have received our highest click-through rates on Yahoo!.
However, WebCrawler consistently over delivers on their impressions so
despite a lower click through, the cost per click through is still good.
> Yahoo! has tons of impressions but do you
> really believe that they're reaching 15M different people per day?
It really doesn't matter how many people they reach as much as it matters
how many people they reach that will be interested in your topic, and
whether they are likely to be the qualified audience you are trying to
reach. Also don't forget about the "stick-rate". What good is a
click-through that never travels past the first page. If your site is
targeted towards a fairly general audience then you will probably do better
with Yahoo! as I find that users are usually looking for something less
specific when they use Yahoo as opposed to the other search engines. For
example users are more likely to use Yahoo! when searching for general
stock information, and a search engine such as Infoseek or AltaVista when
looking for information on a particular stock or company. Therefore they
are less receptive to my advertising as they are looking for highly
specific information, and are drawn more to the editorial which guarantees
that the word(s) they are looking for will be found.
My last piece of advice would be to negotiate the price. Don't be afraid to
ask for discounts, but I would caution against signing for longer than 3
months as you need to respond to what works and change what doesn't.
Good Luck!
__________________________________________
Linda Wilson
Online Promotions Manager, Mediconsult.com
The Medical Web Destination Patients Use Most (TM)
http://www.mediconsult.com
Tel: 416-201-0710
Fax: 416-201-0736
