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Different vertical market's ROI are usually based on audience demographics.
Age, Income, Education, and Geographical location, probably being the four largest factors in determining ROI segments.
This information would probably be worthless coming from the PPC Bid Engine itself.
What you want to review for ROI consideration, is who the primary partners are for each of the PPC Bid Engines, and get their demographic info., which is more readily available.
For example: Overture drives Alta Vista, Netscape, Lycos, MSN, etc. What type of audiences are these portals getting for traffic?
Ah-Ha and some of the other less prominent PPC Bid Engines are partnered with various Meta Engines such as Infospace's Metacrawler and Dogpile, and also Mamma.com. What type of audiences, use these meta engines.
Determine the demographic factors from the "back end" partners, and you are a little closer to your goal.
But this is difficult to accomplish, and are the published demographics accurate?
The best way we have found is to drive each PPC Bid Engine's traffic to seperate URL's, and track that traffic distinct from other sources. Then you can measure ROI more effectively, regardless of knowing demographics of the traffic.
We welcome your contributions.
See your StickMail. There is a link at the top of this page.
we also send each engine's traffic to a unique URL. we therefore have traffic numbers and conversion data specifically separated by engine.
as mentioned in another thread (http://www.webmasterworld.com/forum33/591.htm) we've learned that some of these engines have TERRIBLE conversion numbers, and we're confident these numbers are accurate because of our traffic separation.
the lesson we've learned is that cheap PPC rates do not ensure quality traffic; and cheap traffic is worthless if its not going to convert.
seoboy
