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"NOTE: These results were for a specifically business-to-business campaign. Business-to-consumer campaigns might get very different results. As always, we recommend you test everything before making final decisions."
And sites conversion rates will VARY - imo
It's interesting that Google scored so well for b2b. That wasn't my experience last year, but the times they are a-changin'.
I'd guess that WHAT businesses are involved makes a difference. For me, a GoTo listing for b2b drew very well from AOL and MSN.
The article was critical of GoTo for not giving impression data -- and I do symathize. But watching a CTR is also a sort of a habit, and not really a required metric for business decisions, IMO.
With GoTo, you still can measure ROI, and that's where the rubber meets the road. As long as you're making enough sales for your ad dollars spent, how does the click through ratio really matter?
Excuse me if I've grasped the wrong end of the stick, but isn't CTR shown on the GOTO monthly statements ?