Continued from page 1
I have bid on some keyphrases from February 1st to April 30th, and held them in similar positions during that time. These numbers are for search related impressions only. These campaigns were not involved in content advertising.
"Okeeffe print(s)" #3 position
1 click 8 impressions 12.5% CT rate $0.10 cost per click
|Google: 63 clicks 1642 impressions 3.8% CT rate $0.13 cost per click |
"Ansel Adams photo(s)" #5-6 position
|Yahoo: 20 clicks 2401 impressions 0.8% CT rate $0.05 cost per click ||Google: 25 clicks 2529 impressions 1.0% CT rate $0.06 cost per click |
Our client February Point counted emails + contact forms as conversions. Here is a comparison from February 1st to April 30th.
|"Real estate Bahamas" #3 position |
|Yahoo: 1037 clicks 19 879 impressions 5.2% CT rate $0.34 cost per click 3 conversions 0.30% conversion rate ||Google: 1557 clicks 35 348 impressions 4.4% CT rate $0.45 cost per click 13 conversions 0.84% conversion rate |
Clearly then, Google AdWords is a better choice if you are interested in clicks, impressions, and conversions. If you want lower cost per click for same position, it would seem that Yahoo is better choice (though conversions are lower).
- FindWhat is possibly third biggest pay-per-click (PPC) search engine, although there are a few that might be its equal: Kanoodle, GoClick, 7Search, Search123.
- E-spotting is very big in UK, and competes heavily with Google and Yahoo in PPC marketplace.
- MSN is getting ready to launch its own PPC engine to compete with Google and Yahoo (MSN currently uses Yahoo SM on its site). No date yet, but watch out for it.
To sum up, you will definitely have more control over your money with Yahoo's system. It is more open and honest, and you will pay less per click than with Google's system. Google does not tell you why you are paying what you are paying, but it does have added bonus of rewarding you with rank for a better converting ad.
Of course, Google does get more traffic and it converts better than Yahoo, and in end, isn't that what we're all looking for? Thus, Google should be winning choice for anyone that is looking to convert clickers into buyers. Because after all, who doesn't want to increase their sales?
Shawn Campbell is an enthusiastic player in the ecommerce marketplace, and co-founded Red Carpet Web Promotion, Inc. He has been researching and developing marketing strategies to achieve more prominent listings in search engine results since 1998. Shawn is one of the earliest pioneers in the search engine optimization field.