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And sites conversion rates will VARY - imo
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?