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Difference between SEO and PPC (In: General Search Engine Optimization)
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flyingrose
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Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2006-Sep-20 04:18
Marketing Experiments Journal has a goal to "discover what works". They share many of their discoveries on the link provided above.
I highly recommend advertisers and affiliate marketers check out the studies and audio recordings they offer. They cover a large range of information important to online success.
You can hear the audio of their recent webinar on secondary PPC engines by clicking on Small PPC Engines Revisited. The audio mentions some visuals but I haven't located those yet.
They recently tested the secondary PPC engines Enhance, Miva (whose ads appear at findology, findwhat, abcsearch, 7search, searchfeed,)Kanoodle, Mama, Go Click, Advite and Ask using four partners.
The advertisers were a home decor site (sells several hundred physical outdoor garden decor products), specialty job site (sells job posting service), newspaper site (sells digital subscriptions), and a child safety site (sells a subscription product).
TEST CONTROLS:
They used the same ads and same keywords on each engine tested.
They ran the ads over the same time period.
The minimum bids and number of impressions could not be identical due to variances between the engines tested.
Lower traffic than major PPC engines like Google.
Conversion rates on each engine varied enormously depending on the industry and the company.
IMPORTANT: Some of these PPC ads are actually contextual (content) ads and not search. Anyone who reads what I write regularly knows that content very rarely converts as well as search.
While talking about some visual material I did not have they mentioned that the Job site did best at Enhance.
For those wishing to expand their advertising they suggested testing them all but specifically mentioned Miva, Kanoodle content, Enhance or Go Click as probably the most likely to be worth your time in terms of potential traffic and profitability.
Conclusion: Because results varied so much each advertiser will probably have to test each engine to see which will perform well for you and which will not.
These are just a few of the points I made notes on from the audio so for a complete overview download and listen to the full webinar.
Also check out their Research Articles archive.
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flyingrose
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Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2006-Sep-21 01:49
There is an older but still illuminating eight month study of five Secondary PPC engines and the ROI results. Remember that everything online changes rapidly so even if the identical test were run today the results would be very different.
It does illustrate why testing is so important and provides some insight into factors to consider when testing secondary PPC engines.
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