Jason Poteet – Life in the Third Digital Decade

13
Apr

Microsoft Adcenter Clicks Are Worth More

Posted by Jason

I decided at the first of the year to get a better handle of my arbitrage by figuring out which traffic was converting best for me.  The easiest way for a non programmer like me to do this was to buy a new domain and put up the same landing page on it.  So I have Domain A and Domain B and they both have the same content.  Domain A traffic comes from Microsoft Adcenter and Domain B traffic comes from one of the two remaining big three.

The results are in and they are staggering.

Microsoft Domain A – Clicks = 564 Imps = 973 CTR = 57.97% CPM = 385 EPC = $66.49

Other      Domain B – Clicks = 690 Imps = 2426 CTR = 28.44% CPM = 61.83 EPC = $21.74

For  this specific page and product, Microsoft Adcenter owned the competition.

Category : Uncategorized

2 Responses to “Microsoft Adcenter Clicks Are Worth More”


Marketing Drome May 15, 2007

Congrats on your success. I have found that which engine performs best has a lot to do with the offer.

I’d love to know more about your test, though. Was is the stock landing page or a custom design? Huge keyword list? How many months did it take you to get 973 imps on adcenter? lol

Jason May 16, 2007

The landing page was a content ad offered by the advertiser. It was professionally done and gets plenty of clicks. I put the same ad on both domains. If I remember correctly, those number were from the first of the year until the post was made. The keyword lists were also not huge. Less than 100. They were decently targeted keywords.

I definitely agree with you about some products performing better based on the engine they are running on. I do find this test even more interesting with the recent class action lawsuit against a certain search engine because of their poor contextual targeting ability for their ads.



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