January 01, 2006
Blog Entry

Wisdom - Search Marketing 24

SUMMARY: No summary available
We were aggressively optimizing our Paid Inclusion program on Yahoo, and could not improve it past a ‘mid performing’ program. We even hired an agency to help optimize content, but that didn’t do the trick. Then one day, there was a problem with our data feed and our listings were temporarily removed. I noticed a jump in natural search revenue immediately, and couldn’t believe that I had never calculated the up-side of the natural search revenue when determining ROI for the program. Working this information in, it was clear that Paid Inclusion was one of the worst performing programs from an ROI perspective, and we could get most (70 90%) of the PI revenue from natural search. It was an easy decision for us to terminate PI and focus on SEO.

Adam Silverman, babystyle, http://www.babystyle.com

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