Bidding up search terms at GoTo.com
An interesting "advertising result" I thought I would share:
I have been advertising on GoTo.com for several months to
promote my "Web Publishers' Advertising Guide." Recently,
John Ferber (of Teknosurf AdWave) and I exchanged some of
our GoTo results, and I was surprised to find that I got
more for less.
One of the keyword-search phrases we both purchased was
"advertising agency." John was bidding 20 cents per
clickthrough (which brought his result up to #4 in the
search results) and drew just five clickthroughs during
January. I was bidding 3 cents per clickthrough (which
brought me up as #10 in the search results for "advertising
agency") and I drew 38 clicks.
For the search term "banner ad" we each got only one
clickthrough (he paid 15 cents and I paid 3 cents).
I note that I have also purchased some "peripheral" search
phrases, including "free web host" and some related
searches, which (combined) are generating more than 250
clicks per month -- even though (for some phrases) my 3-cent
bid doesn't even come up in the first page of results.
In other words, people really are reading the results and
trying to make intelligent decisions about which links are
actually of interest to them -- being first or even "in the
top ten" apparently does not have the awesome value that
some people seem to attribute. Maybe this is unique to
GoTo.com because visitors can see the bid rates and perhaps
are less likely to be misled?
Obviously, these are all very small response rates, and
statisticians will not view these as adequate sample sizes
on which to base conclusions -- but I still think my
observation is worth sharing.
-- Mark J. Welch [Adbility's Web Publishers' Advertising Guide]
-- http://www.Adbility.com/WPAG/
-- (925) 462-8483 voice - Pleasanton, California
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Received on Wed Feb 17 1999 - 08:32:12 CST
