Espotting / Yahoo

When did it start and what effect did it have?

[JamJar]

If I am right in thinking that Espotting started on Yahoo at the beginning of this year, and Espotting claim to have very high search / click conversion rates on Yahoo (I've heard in the region of 80%!!), does that not mean that the standard Yahoo directory traffic in our logs should have dropped considerably in January?

Not trying to prove a point, just thinking if PPC does provide what the customer is looking for then the directory traffic should drop (No need to search any further).

However, if it doesn't provide what they are looking for immediately (ie they feel the need to search some more), then it doesn;t matter what the search / click conversion rate is - because the directory traffic will still be the stuff thats finding.

My logs don't show any decrease in Yahoo directory traffic in January - anyone else?

I've got my pessimistic hat on. Just thinking about the consequences of this result on the long term viability of ppc as a 'Yellow Pages' as opposed to a quick cash generation scheme.

Any thoughts?

[4eyes]

I haven't noticed any drop in Yahoo traffic to my main sites.

The high click/conversion figures quoted sound a little too high, even for an advertising boast!

Anyone got any real-world figures to contribute?

[JamJar]

I know it seems high. The only way we'd find out about the actual conversion rate is if we worked for Yahoo - and even then they probably won't know because they get paid per search and not per click (large portal deals are set up differently)

I think the only answer is the directory traffic drop off rate (if there ever was one!)

[jamsy]

Its quite a good question this since i havent seen any drop in directory traffic but an increase in the ppc from Yahoo.

Leaves me to believe that my audience uses Yahoo directory the way they are meant to and that i get the extra traffic from people typing in the keyword.

In my books its WIN WIN WIN

:)