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Atlas Study on PPC Placement

 10:57 am on Jul 13, 2004 (gmt 0)


AD:TECH Chicago, Atlas DMT, an advertising technology provider and an operating unit of aQuantive, Inc. (NASDAQ: AQNT), released research demonstrating the impact of paid search listings rank on traffic and how marketers can better model and forecast paid search campaigns.

(Atlas is the new owner of GoToast)



 1:32 pm on Jul 13, 2004 (gmt 0)

Interesting, has whet my appetite for the study on your position within paid placement and the corresponding conversion.


 1:51 pm on Jul 14, 2004 (gmt 0)

One major insight included the strength of Google's number one ranking. The amount of potential traffic drops more than 40 percent between the number one ranking on Google and the search engine's number two ranking.

Without the clarification of 'premium' and 'side' positions between 1 & 2, not sure what this number really means.

If there are two premium advertisers, I don't agree with a 40% dropoff by any means from position 1 to 2. If there is one premium, and the 2nd spot is the side position - then maybe, would need to go through some stats to see if that really seems true. Obviousally, Atlas has access to a lot of statistics to make these observations from, but without the premium vs nonpremium clarifications, I think those stats, like all stats, can't be blindly accepted.

At Yahoo!'s Overture, the drop is more gradual, as it delivers to advertisers increased traffic potential for rankings one-through-four compared to its rival.

This seems spot on. The decline from the first few syndicated positions is very gradual, sometimes with the lower positions getting a higher CTR based on the ad itself.


 6:31 pm on Jul 14, 2004 (gmt 0)

>>40% drop off...

The difference between G and Y i easily understood when looking at their respective search result pages.

G features between 0 and 2 paid listings ABOVE the organic SERP's...Y features 4.

Thus, G's top 1 or 2 top spots get the most clicks, whereas over at Y, the top 4 share the wealth.

Not rocket science here. Hope Atlas didn't spend a lot on THAT research... ;-)


 6:49 pm on Jul 14, 2004 (gmt 0)

Pointing out the obvious here, but this basically justifies the cost for paying for top placement...something from which Atlas would benefit from.

I do not believe that there would be such a dramatic drop between first and second placement, depending on what keywords are beind sponsored.

Can anyone else vouch for that?

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