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Wednesday, January 03, 2007

Google Newspaper Ads Test Results

I logged in this morning and took a look at the "final" results for the Google newspaper ad test we participated in. A couple things really jumped out at me;

1. In the grand scheme of things the overall traffic delivered via our ad was low - less than 1,000 visitors total.

2. Visitors who arrived at the site via the newspaper ad generated 70% fewer page views than visitors who arrive via PPC channels.

3. Visitors who arrived at the site via the newspaper ad spent 30% less time on the site than PPC traffic.

4. Visitors who arrived at the site via the newspaper ad registered at the site at a rate almost identical (just a touch lower) to those who arrive via PPC.

So overall the newspaper test delivered a small set of visitors who had metrics that were below average when compared to PPC traffic.

This was free test so it was more about peaking in at the potential than making a dollar. I will say that based on the results form the test the newspaper ads would have to be pretty inexpensive for this model to work in certain markets, and, tracking results at the level in which PPC managers are accustomed too isn't there - or it least it wasn't there for me.

I think overall there is potential for this program - pricing, trackability and ease of setup/scheduling will be three of the biggest issues from what I can tell. That said, if there really is an interface for newspaper ads that I didn't get to see, well, that would change everything. I am looking forward to more testing - free or otherwise - with this service when possible.

Oh yea, here's the pdf that shows our ad. It's the chefs ad in the lower right.

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4 Comments:

At 1:22 PM, Anonymous Anonymous said...

You've been tagged at TagNe.ws

 
At 8:07 AM, Anonymous Jason Swartz said...

Great post and interesting info. I don't think it's too surprising that traffic delivered from your print ad generated a lower CTR than those visitors reaching your site via PPC, but it is interesting to note the nearly 1,000 visitors your ad delivered. I would consider 1,000 visitors from one ad a fairly decent amount of traffic especially if it only ran over a short period of time. But as you describe, it appears the traffic it brought was not neccessarily "quality" traffic. I'm also curious how you tracked the newspaper visitors, e.g. unique URL, IP address, etc.? This might be something I would like to test out for my company. Thanks for sharing your experience.

 
At 10:38 AM, Blogger Jeremy Mayes said...

Jason,

Thanks for the comment. I tracked the results via a unique url.

Jeremy

 
At 8:16 PM, Anonymous Anonymous said...

CPA Test Review

 

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