Google vs Yahoo vs MSN vs Ask - Q4-07

[petergar]

Google vs Yahoo vs MSN vs Ask - Q4-07

I sell a seasonal gift product. I market aggressively via PPC and affiliate marketing in the 4th quarter. (less so the rest of the year)

In years past Google and Commission Junction has been my big players - but this year a new trend came through I though would be interesting to share. I'd also like to know if you had similar experiences.

GOOGLE
Cost: $13,501
Impressions: 297,191
Clicks: 18,399
CPC: .73
CTR: 6.19%
Units: 1173
CR: 6.38%
CPA: $11.50

YAHOO
Cost: $3,998
Impressions: 338,505
Clicks: 5,876
CPC: .68
CTR: 1.74%
Units: 681
CR: 11.6%
CPA: $5.87

MSN
Cost: $894.55
Impressions: 767,971
CPC: .54
Clicks: 1,648
CTR: .21%
Units: 199
CPA: $4.50

ASK
Cost: $772
Impressions: N/A
Clicks: 5,092
CPC: .15
CTR: N/A
Units: N/A
CR: 3% (guess)
CPA: $5.01

COMMISSION JUNCTION
Cost: $19,764
Impressions: N/A (2.2M but is probably way off)
Clicks: 48,293
CTR: N/A%
Units: 1173
CR: 1,070
CPA: $18.47

All the PPA compaigns use predominently the same keywords and ad creative.
All numbers are for Dec07.
My ASP is $70.

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Comments:

Google CPA is almost double Yahoo/MSN/ASK
CTR are all over the board! Google: 6.19%, Yahoo 1.74%, MSN .21%
Impressions are all over the board: Google: 300k, Yahoo 338k, MSN 767k
CPC are all over the board: Google .73, Yahoo .68, MSN .54, ASK .15
Google CPA is up 40% over Q4-06.

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Love to hear your feedback and your experiences in 2007.

Peter