Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Mar 05, 2003
Blog Post

Early Results on 3rd Party Content Site Google Ads

SUMMARY: No summary available.
Michael Herman of Christianity Today just sent in this data on his paid Google text ads using the new system where they are distributed against supposedly relevant content on content sites.

"Both of my Google AdWords accounts are getting a fair amount of impressions in the new third party program, but that's about it.

My first account has had 73,550 impressions and only 462 click-throughs for a wimpy 0.63% click-through rate.

My second account is even worse. 90,159 impressions and only 242 click-throughs for a microscopic 0.26% click-through rate.

I'll take the free clicks, but I don't plan on participating in the program once they start charging. My regular accounts for those same keywords and campaigns are seeing 1.5% and 1.6% click-through rates."

Why such a difference in performance? Well people using search engines are actively looking for links to click on. People on content sites may or may not be.

UPDATE: Ed Kohler of Haystack in a Needle wrote in, "I thought it might be worth clarifying that Google doesn't use or plan to use the click through rates from syndicating when determining the CTR for competition, pricing, etc. So someone like Michael Herman shouldn't consider click through rate when determining whether or not to syndicate. A better focus in on the quality of that traffic." Good point.

BTW: If you're interested, here are links to my Case Study on how Christianity Today makes money online as a free content site, and another Case Study on how its sister-site PreachingToday sells subscriptions.


See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.