Yahoo’s Panama, Day 2
Ian Lurie Feb 6 2007
I’m tracking statistics for two clients, now, to see how Panama affects them.
One client is in a very competitive education market. Since Panama launched, their clickthrough percentage has risen from .5% to 1%. Click rate is up about 30%, too, but so is our cost per click. Which is OK, though, because as of now our conversion rate from Yahoo is up by about 15%.
The other client sells consumer goods online. Since Panama launched, their clickthru rate has actually dropped from 2.5 to 2%. However, the number of clicks are up by about 50%, and the cost per click is down $.11. Revenue from Yahoo pay per click is up by about 10%.
It’s a little early, but if I were forced to make a judgment, I’d say that the new algorithm is getting us better quality traffic.
I’ll do a full report at the end of the week…
Other articles in this series:
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Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch.Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing.Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie. Read More