Jüri — April 21, 2009 @ 5:59 pm

Kas saaksite avaldada ka mingeid andmeid keskmiste, kõrgeimate, madalaimate kliki hindade ja nende mediaanide kohta? See on see, mis enamust huvitab.

Üks küsimus, mis sageli üleval on, on ka kliki hinna tõus koguse suurenedes. Paljude kogemus on, et väikese koguse klikke saab odavalt, tuhandeid või kümneid tuhandeid aga juba tunduvalt kallimalt.

Mis puudutab CTR%, siis paluks alati esile tuua, kas jutt on search või content reklaamist, paljud ajavad need sassi ja need % pole üldse võrreldavad (ega peagi olema). See on sama, nagu rääkida mingist müstilisest “tekstireklaamist” ja selle efektiivsusest, samas kui sõltuvalt tehnoloogiast ja suunamisest võib selle hind ja efektiivsus erineda mitukümmend korda.

Üldistamine jätab paljudest asjadest inimestele vale arusaama ja on pigem valeharidus.

Jüri — April 22, 2009 @ 10:20 am

I did not mean a full report. I meant a similar 0,7% CTR / 50 keywords report like Kristjan gave above. Here is my part for benchmarking, based on some larger AdWords accounts I have been running:

The average CPC from 2006 to now has been 1.40 EEK. Back in 2006 it was easy to get 50-80 cent clicks, especially if the quantities were below a few thousand per month per page you want to promote. In 2007 it was more like 1.25 EEK and in late 2008 1.75 EEK. There are still some things where you can buy small quantities for 80 or even 50 cents, but that for sure is not the average, especially if you go for thousands or tens of thousands of clicks per month.

The CTR rates and cost per click for the same product seem to increase rapidly if you try to buy more than 10000 clicks per page per month for Estonian keywords and landing pages.

While in 2006-2007 you could run most of your campaigns with the default 2.50 EEK minimum bid, you see more and more keywords that now require 6 or even 12 EEK minimum bids. I know many advertisers now averaging well above 2.5-3 EEK per click.

Back in 2006 I had an average CTR of 1.92% for search and 0.2% for content, averaging at 0.5% (and like I said, averaging apples and oranges is the devil). By the end of 2008 the numbers were 0.97% for search and 0.07% for content, averaging at 0.16%. There are just more and more advertisers and pages bidding for the same keywords and having similar content on landing pages. In 2006 you were one of the few.

Would love to hear others experiences!

Jüri — April 22, 2009 @ 10:47 am

Sure, I was hoping for other advertisers to post their data!

My goal is to educate the Estonian customers (mine included), there are so many misunderstandings and wrongly interpreted about ad metrics in our country. Let’s learn and educate each-other together!

For example when we started oi.ee ad network with a maximum CPC of 2 EEK we often got asked how that compares to other possibilities out there. When talking to those (as well as our Keskuse network) advertisers, there were so many misconceptions. We will publish other comparision data in the future to everyone as well, it is a great way to learn!

Jüri — April 22, 2009 @ 11:26 am

I have not seen much drop on CPC since last year, but I would agree the price increases have more or less stopped.

One thing to keep in mind for small test campaign is that they are just small test campaigns. The results are very different if you try to use the same metrics for achieving larger goals. The small test results in many cases are just not scalable.