Got Ads?: Comparing AdWords, Panama & AdCenter Performance

5/30/2007

Comparing AdWords, Panama & AdCenter Performance

At the end of the month, I like to evaluate my campaign performance a bit more in-depth.

In late April, I set up a PPC campaign with 700 keywords, and 3 ads as identically as possible on Google AdWords, Yahoo Search Marketing (aka Panama), and Microsoft AdCenter.

This campaign was in a high-value consumer electronics area, with a medium amount of traffic (no it wasn't "digital cameras").

So, for the first 30 days of May, here are the stat lines:

Source Clicks CTR Avg CPC Total Spend Conversion Rate

AdWords 605 1.25% 0.31 $185.67 10.4%

Panama 655 1.3% 0.28 $186.25 8.4%

AdCenter 20 1.77% 0.26 $5.14 n/a

Source	Clicks	CTR	Avg CPC	Total Spend	Conversion Rate
AdWords	605	1.25%	0.31	$185.67	10.4%
Panama	655	1.3%	0.28	$186.25	8.4%
AdCenter	20	1.77%	0.26	$5.14	n/a

Just a couple of observations:

I have no idea why AdCenter gets almost no traffic for this campaign!? Frankly, I don't spend much time analyzing adCenter anymore. Weird stuff like this means it's not worth the time.
The volume and CTR similarity between Google and Yahoo is pretty amazing in this case. I usually see more volume from Google in most campaigns, but in competitive spaces, I think my Google volume is limited by not bidding more.
The conversion rate difference between Google and Yahoo is something I find pretty consistent with other campaigns. My theory is simply that on the respective search networks, Google's partner quality is higher than Yahoo's. I.e. there aren't as many garbitrage sites in the Google network.

Labels: adcenter, adwords, panama

¶ 5/30/2007

Comments:

I agree. MSN hardly generates any traffic for our clients. However, we keep plugging away trying to make it work because, after all, they are the world's 3rd largest search engine. One day we'll make it work, or just give up. TBA.

Our conversion rates between Google and Yahoo differ per client. Some do better in Google, and others are vice versa. It's just the demographic appeal for each client and what their service and/or product happens to be sometimes determine their performance.

# posted by

Joseph : 5/30/2007 11:16 AM

I've seen the same thing on adCenter. Excellent performing keywords on adWords do nothing on adCenter. There's just very little traffic.

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# posted by

Anonymous : 12/24/2007 2:29 AM

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